For American Standard, "Mathvertising" Drives Cost-per-Lead Down 50% During COVID-19

In stepped Broadbeam Active International39s quotperformance unitquot quotWe had to pivotquot Kozak says and Broadbeam helped us do just that The pivot was to activate a fullon directtoconsumer campaign and it laid the groundwork for American Standard39s ability to respond quickly to market conditions As other advertisers have shrunk or attempted to exit their commitments because of COVID19 American Standard has been taking advantage of these unique marketplace conditions quotThe marketplace is wide open right nowquot Kozak saysBeth Vendice Broadbeam39s president of broadcast says a key to Broadbeam39s approach is their quotpreoptimizationquot the planning ampamp analytics work done beforehand to ensure quotwe are not wasting a dime of our client39s media investmentquot Broadbeam has leveraged its marketplace position to find savings of 20 to 30 percent for all its clients across April and MayFor American Standard value is defined by costperlead and costpercall quotThey are the truest form of frontend data I can look at that correlates impressions to pricequot Kozak explains Costperlead is down between 40 and 50 percent Kozak says Costpercall Down more than 50 percent That39s especially significant since American Standard39s target audience is the demographic that prefers to call instead of visiting a website or textquotWe aren39t looking for just impressionsquot Vendice says Instead Broadbeam looks at the entire video landscape to see where its clients39 customers are and assigns their own value to the inventory that mitigates client risk quotSometimes this means looking where rates are decreasing while impressions are increasingquot One pocket of value Kozak mines is that of the quotdiginetsquotamp8212subchannels like Bounce and DABL quotIndividually these may not seem like they deliver much But stack 10 of them together and it39s much more efficient and costeffectivequot Kozak says It also lends itself to a more targeted approach quotWe do 39mathvertising39quot he adds The analytics side of the business is the keystone for American StandardVendice says Broadbeam had spent two years building out a buyside analytics platform that helped them prepare for the explosion of OTT viewing and inventory even before whispers of a possible pandemic began sweeping through quotWe saw that more events like hurricanes and other natural disasters might mean more sheltering in place increasing impressionsquot Vendice says quotThat also would mean coviewing and a greater desire for consensus programmingquot A lot of that consensus programming would likely be familyfriendly reality found on the likes of DIY or Great American Country The quotearly fringequot daypart just before primetime would likely see growthWith the pandemic and its resulting economic effects all of these predictions have come to pass The key to Broadbeam39s success on behalf of its clients was that its preparation was tied to outcomes rather than precipitating events Instead of having to turn a cruise ship around to avoid an iceberg Broadbeam had already mapped out the locations of the icebergs and improved the maneuverability of the shipsquotBroadbeam is navigating us through these troubled watersquot Kozak says quotAnd we39re winning market share like never beforequotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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For American Standard, "Mathvertising" Drives Cost-per-Lead Down 50% During COVID-19

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Oriana Schwindt

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For American Standard, "Mathvertising" Drives Cost-per-Lead Down 50% During COVID-19

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Oriana Schwindt

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