Measuring Impact of a B2B Campaign

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Reaching Key B2B Decision Makers

Centerline Digital needed to find a new way to raise brand awareness for their IT client to reach B2B decision makers, and measure their advertising impact in an all-in-one platform. With StackAdapt, they leveraged multiple B2B targeting tactics to reach B2B decision makers. They conducted a StackAdapt Brand Lift Study to measure their ad impact.

Solutions Used

Tactics to Reach B2B Decision Makers

Centerline Digital ran a full-funnel strategy across multiple channels leveraging multiple targeting tactics to reach their B2B users. Here are some of the tactics they used:

Connected TV

Launched brand awareness messaging via connected TV ads to reach an incremental audience of B2B users.

Repurposing Keywords

Repurposed top-performing pay-per-click keywords from search campaigns to create custom context with Page Context AI.

B2B Targeting

Implemented an array of B2B tactics including account-based marketing lists and 3rd-party segments to hone in on their audience.

Measuring Campaign Impact With a Brand Lift Study

Centerline made sure to implement a measurement strategy to get the best performance and insights from their B2B campaigns. They ran a StackAdapt Brand Lift Study asking their targeted audience, as well as a control group, ad recall questions. This determined their share of voice and impact of their advertising efforts.

eCPA

-40%

Average VCR

93%

Brand Lift Responses

3,376

Joey Vara

Associate Director of Paid Media

Centerline Digital

“StackAdapt Brand Lift made it easy for us to define the success of our brand awareness campaigns, which had been a huge challenge for us in the past.”