CASE STUDY
i360
Goals • Engage the right people with precise targeting
i360 broadens reach and stays precise with programmatic buying
• Access premium, high-quality inventory at scale • Empower buying team with efficient workflows
Approach • Leveraged first-party audience lists with Programmatic Guaranteed in DoubleClick Bid Manager for precise targeting • Bought YouTube Reservation inventory with Programmatic Guaranteed to reach a broad, premium audience
Results •
+25% increase in video viewability to 85% viewable through Programmatic Guaranteed
•
Drove incremental reach across vital first-party audiences
Case Study
Client Name i360
Introduction Founded in 2009, data firm i360 provides data analytics, grassroots technology and digital marketing guidance to organizations within the free market political advocacy space. “We have a simple goal: empowering our clients through data and technology,” says Brian Presher, Director of Digital Marketing at i360. “We help clients get the most from their outreach efforts — everything from knocking on doors to running ads on national television — by identifying prospective supporters, understanding what they care about and delivering messages that inspire action.” i360’s rich data set, incorporating survey results, publicly available data, predictive models built by their in-house data scientists, and more, helps their clients reach millions of potentially interested U.S. adults.
Google Confidential & Proprietary
Case Study
i360
“i360 increased reach against their first-party audiences on quality inventory, boosting viewability to 85% while generating a 72% video completion rate.” Turning data into value
DoubleClick’s support of first-party data enabled i360 to use their own custom lists to restrict ad impressions to a very specific audience. “This strategy works incredibly well from an accuracy standpoint, but it drastically limits an ad campaign’s reach,” Presher notes. To tackle this limitation, i360 turned to Programmatic Guaranteed deals in DoubleClick Bid Manager, which now offers the ability to target (or exclude) first-party audience lists. This allowed i360 to increase audience reach by
However, high-quality data only adds value when applied
sourcing inventory from multiple partners using a single
strategically. So in 2014, i360 adopted DoubleClick’s
consolidated process. Publishers could forecast against
integrated solutions for accessing premium advertising
i360’s audience lists (which were shared securely and in an
inventory and running campaigns across multiple screens
anonymous format), reserving impressions for those users
and formats. They now use programmatic technology in
only. This gave i360 access to both premium
DoubleClick Bid Manager to streamline media buys,
inventory and their desired audience.
negotiate direct deals with premium publishers and connect with the right audience at the right moment. DoubleClick Campaign Manager gives them an all-in-one dashboard for adapting strategy on the fly and tracking success across publishers.
Google Confidential & Proprietary
The targeted strategy worked. They increased reach against their first-party audiences on quality inventory, boosting viewability to 85% (a 25% increase from previous campaigns) while generating a 72% video completion rate.
Case Study
i360
Getting broader reach with precision First-party data enables i360 to focus with great precision on the audiences that matter most to their clients. But limitations of data-matching technology can create a gap between desired reach and available online targets. To broaden their reach, i360 used DoubleClick Bid Manager to find and reserve relevant, high-quality inventory, including premium YouTube content, that attracts their target
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i360's approach is a great
audience. This strategy allowed i360 to add their first-party data to a broader set of premium inventory. The campaign’s viewability
example for how to achieve
and incremental reach overcame the higher CPMs on the
both precision and reach.
per-viewable-complete below their benchmark of $.04.
premium inventory, which helped them keep average cost-
“i360 was one of the first DoubleClick customers to use —Megan Gabby, Account Executive at DoubleClick
Programmatic Guaranteed with audience lists and with YouTube reservation inventory,” says Megan Gabby, Account Executive at DoubleClick. “Their approach is a great example for how to achieve both precision and reach."
Google Confidential & Proprietary
A one-stop shop for all marketing needs To ensure campaigns stay up to date, i360 constantly swaps out creatives and makes changes on the go. “The structure we’ve established allows for immediate changes within DoubleClick, regardless of a programmatic or reservation based buy,” Presher says. Presher and his team also appreciate the unified point of
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access for all of their ad formats, publishers, vendors and
Reducing a 10 publisher-deal into
reports.
one simple workflow saves
More than just a convenience, DoubleClick’s fully integrated
countless hours of back and forth
stack has translated to better results for i360 and its clients. By consolidating video campaigns through DoubleClick, i360
with publishers.
gained access to premium publisher inventory that yielded a 25% increase in viewability over programmatic performance from the same campaign. “We’re able to consolidate inventory negotiations, internally traffic ads and analyze real-time campaign results across multiple publishers,” Presher says. “Reducing a 10 publisherdeal into one simple workflow saves countless hours of back and forth with publishers. Plus, it’s easier to make sense of reports when they’re in a consistent format and all in one place.” Google Confidential & Proprietary
—Brian Presher, Director of Digital Marketing at i360
