Behavioural Advertising.

MacMillan sought to run a campaign that would reach out to low income audiences suffering from cancer. The aim of the Macmillan campaign was to drive the targeted audiences to the website from which they could apply for financial advice and information.

Ad 1
Ad 2
Ad 3

Solution.

Examining the health audiences within our behavioural advertising platform we identified behavioural patterns and core contextual keywords which were related to cancer support from specific locations. This allowed us to seamlessly target these people in real-time as they were consuming relevant media relating to cancer specific content. The power of our contextual engine allowed us to ensure such niche audiences only saw the ads and through our platform we would guarantee the most appropriate media placement at the best times.

Campaign success.

67% Conversion

From Mobile Devices

79.1% CPA

Below Target

Behavioural Segments

Health, Family, Charity & News

MacMillan
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