B2B Awareness Campaign
Red Hat is the largest provider of open source software and services to enterprises worldwide. When it comes to paid media, marketing products to IT decision makers commands premium prices. Our expertise helped navigate this niche audience and maximize their investment.
Challenge
Largely known for their flagship product, Enterprise Linux, Red Hat also has a robust portfolio of other enterprise software solutions. Aware of the costs of a media buy targeting their niche of IT Decision Makers (ITDMs), we developed a strategy that would make the best use of available resources to generate more qualified traffic to Red Hat's site.
Idea
In the past, this type of media buy consisted of setting up individual contracts with multiple publishers, all with high fixed media costs and impression targets. Our Agency Trade Desk enabled us to execute an efficiently-priced, high-performance digital media buy that delivered ads with the precision of a surgical strike – and minimal waste.
Agency Trade Desk
Through our ATD, our Media team programmatically built a flexible campaign that delivered results.
The ATD allows us to:
Set up Private Marketplace deals (PMP) with multiple premium tech and business publishers, ensuring our ads were in brand-safe and contextually relevant environments
Optimize the media spend in and out of sites based on performance, while testing new premium sites quickly and with less risk
Layer on custom data segments from top B2B data providers, such as Bombora, Oracle, and Dun & Bradstreet, which are key DMPs for our ITDM audience
Run video and high impact ad units in addition to standard display ads across premium publisher sites and networks
Set up Private Marketplace deals (PMP) with multiple premium tech and business publishers to ensure our ads were in brand safe and contextually relevant environments
Optimize our media spend in and out of sites based on performance, and test new premium sites quickly with less risk
Layer on custom data segments from top B2B data providers such as Bombora, Oracle, and Dun & Bradstreet which are key DMPs for our ITDM segment
Run video and high impact ad units in addition to standard display ads across premium publisher sites and networks
The Results
We identified top performing audience segments to leverage for future campaigns. We also saw a:
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