Nothing is too niche: how smart programmatic delivered 30k clicks among a B2B audience
B2B campaigns don’t need to be tricky when you have the right solutions.

39%

CTR improvement for native ads

30k

Clicks

20%

CTR improvement for video ads

Not your average opportunity

Our client was a global company that offers electrification, automation and digitization for companies across four main divisions: industrial, energy, healthcare, and infrastructure. In this campaign, they wanted help promoting a new intelligent fire protection system for large buildings.

We needed a way to reach key decision makers, including CEOs, CFOs and technical experts, who work in the building equipment and building security sectors, and get high quality website engagement with long retention time.

Not your average solutions

We decided to use two approaches to reach the decision makers and create a feedback loop between them so we could keep improving the results for both methods.

Niche targeting

We used specific context, keyword, domain, private marketplace (PMP), device and audience targeting to hone in on the precise audience we were looking for in the places we knew they’d be looking.

Broad exploration

Taking what we knew about the audience, we went looking for them in less expected environments and used this data to further hone the niche targeting.

We also curated seller whitelists for each format so we could deliver the right formats in contextually relevant environments.