The client, Music & Arts, is the largest retail music chain of band and orchestra instruments.
The audience/target of this campaign was visitors of the Rental, Shop and Lessons pages on the Musicarts.com website. Music & Arts wanted to re-target these site visitors to drive incremental conversion from non-convertors. The campaign goal was to achieve a 2:1 total ROI during the ad-crowded holiday season.
During Q4 2012, six flash executions were run across 3 general markets as well as 3 markets specific to California. Each ad unit consisted of 2 frames with 3 different exit URLs. Beeby Clark+Meyler used retargeting display media banner ads bought through RTB (real time bidding) to drive ecommerce sales and lessons inquiries.
The campaign achieved an ROI of 2.1:1 with 13% incremental sales during the peak holiday season. The lift is expected to increase to 20% during off peak seasons with lesser competition from other retailers.
