Display campaigns are characterized by their focus on reach. By using an open internet display platform, the campaign’s distribution is not limited to Google search partners and third parties, as is the case with Google Ads.
To activate the target audience, creative content featuring transactional keywords and a CTA button was employed. Previous successes have shown that video content yields higher interaction and success rates compared to image content.
The campaign started with a single ad group to map out the potential audience: prospecting. After gathering sufficient data, a second ad group was launched in parallel to re-engage the audience: retargeting.
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About Butlon
Butlon started as a software project for local entrepreneurs but took shape when the owner’s uncle opened a pizzeria. The platform has since evolved into a national online grocery service. It is the most affordable online grocery service, offering a wide range of food, household products, and personal care items.
No more waiting in line—at Butlon, you can effortlessly place your order through both the website and our convenient app. We deliver groceries throughout the Netherlands using temperature-controlled delivery vans
Challenge
"Routine often plays a significant role in choosing a supermarket. Therefore, it remains crucial for supermarkets to run awareness campaigns to increase brand visibility, promote offers, and inform consumers. These campaigns can be pivotal in attracting and retaining customers in a highly competitive market. Butlon is active on various channels but sought new avenues to enhance visibility. Through Quantcast, they can discover new target audiences for their grocery service. The overall marketing objectives are to increase brand awareness and reach new audiences, ultimately expanding their active customer base."
Solution
To attract new customers, drive sales, and increase online visibility, the decision was made to use Quantcast Display.
The approach focuses on creating visibility through the open internet by displaying ads on websites that are of interest to potential new customers. Before this, Quantcast’s pixel analyzed website visitors and built ‘Interest-Based Audiences’ using First-Party Data.
Quantcast determines interests based on actual browsing behaviour across various content categories over the past 30 days. When interests are applied to a target audience, they act as a filter, refining the audience to include only those whose browsing behaviour matches the selected criteria for interest categories.
Results
Based on a developed strategy, Conversive provided recommendations on the most effective campaign structure, focusing on prospecting and retargeting. During the period from November 2023 to January 2024, the following results were achieved compared to a similar campaign during the same period the previous year:
41% more revenue
40% meer conversions
65% decrease in CPA
35% increase of ROAS
The positive changes in the metrics above confirm that Quantcast’s interest-based audiences are being effectively reached and engaged with the right message through the display ads. This indicates high-quality traffic, allowing Butlon to meet its needs and, in the future, focus on Customer Lifetime Value (CLV).
Due to the streamlined communication, trust, professional approach, and valuable advice, we continue to maintain an ongoing partnership.
Review
“Excellent collaboration with extensive knowledge and experience. We recently decided to further expand our partnership due to the impressive results. Highly recommended!”
– Ninos Masoud – former Team Lead Marketing
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