CPXi Empowers Emory University to Leverage Non-Standard Display Opportunities
Jeff Hirsch of CPXi and Angela Bostick of Emory University to Discuss Importance of Programmatic Creative in Digital Media at Ad:tech San Francisco
NEW YORK, NY–(Marketwired – Mar 24, 2014) – Global digital media holding company CPXi, in conjunction with Emory University, shared today how programmatic creative has helped improve campaign performance of Emory’s Goizueta Business School MBA program by leveraging all available inventories. Emory was able to effectively utilize non-traditional ad units, which delivered 48 percent higher CTR than previous banner campaigns while reducing CPMs by 24 percent.
The prevalence of programmatic media buying has created a need for creative departments to keep up with the demand. Producing a variety of assets suited to all available inventory is time consuming and expensive; however, CPXi’s programmatic creative solution enables advertisers like Goizueta Business School to generate, deliver and optimize creative assets that drive engagement across channels, regardless of budget.
Goizueta Business School’s marketing department launched a campaign to promote their various MBA programs, each of which attract separate audience segments and require distinctive messaging and creative.
All programs needed to function as part of a cohesive campaign for the business school, allowing for variation to a common creative platform with differing messaging.
The first to leverage CPXi’s AdReady programmatic creative solution, the business school was able to:
1. Create a variety of assets with tailored messaging,
2. Adjust and test graphic elements to identify ideal creative,
3. Deliver them to each target audience seamlessly and in real time, across a host of non-traditional ad unit sizes and sites.
“CPXi’s platform enables us to tailor our widespread digital display campaign to a variety of target audiences for a fraction of the cost of manually creating each asset,” said Angela Bostick, Associate Dean of Marketing and Communication at Goizueta Business School. “Not only did we cut costs, but the newly developed ad units actually outperformed our existing ads. We have been thrilled with the results so far and will be delighted to continue working with CPXi for other university marketing efforts.”
Editor’s Note: CPXi President Jeff Hirsch and Associate Dean of Marketing and Communications at Emory University Goizueta Business School Bostick will formally present the case study in an interactive session at the upcoming ad:tech San Francisco event Thursday, March 27 at 2:30 p.m. PDT.
To read the press release on MarketWired, click here.