Professional Services Firm Blows Away Industry Averages
A food services provider wanted to increase brand awareness in the higher education sector following a rebrand. Kuno recommended focusing on differentiators, emotional appeal and real-world success. The campaign showcased a core message, which was then distributed through numerous channels where higher education decision makers could best be reached. Because of the years-long sales cycle, the main goal of the campaign was engagement.
Connected TV video ads resulted in more than 445,000 impressions with a video completion rate of 98% and a total average cost per completed video view of $0.03. Those who viewed the videos were retargeted with native ads, which resulted in 1,500 page views, a click rate of 0.20% (average is 0.16%) and a whopping on-page time of 4.9 minutes.
Additionally, ads ran on Demandbase, which reached 99% of targeted accounts (average is 90%) and click-through rate was 0.09% (average is 0.04%), as well as LinkedIn, which saw a click-through rate of 0.45% (average is 0.39%) and a time on page of almost four minutes.