TV campaign extension: Smart remarketing for CRB
The chemical laboratory CRB Analyse Service GmbH has been on a steady growth course for years and already successfully uses different digital marketing channels. In order to expand its target group, the Hardegg-based company now relied on TV advertising for the first time and commissioned Blackbit to create a commercial.
As a result of the spot, viewers of this TV ad were also to be reminded of the TV spot through remarketing - i.e., by means of a display ad - and won over as new customers for CRB.
Narrow down target group and evaluate with Google Analytics
The 20-second commercial was aired on the Sky family of channels and DMAX in June and aired almost 600 times, or around 20 times a day. The advertising form of our TV spot - direct response TV - includes a call-to-action element and is intended to trigger an immediate action in the viewer.
TV viewers' access to the CRB website can be recorded. For this purpose, our analysts programmed a time-controlled usage recording system that is fed from the broadcast schedules and initially registers the users who call up the CRB website within 160 seconds of the spot being played. We recorded this target group in Google Analytics and subsequently played the display ads to the websites they accessed. To achieve recognition value, the display advertising retained the design of the spot.
Getting more out of TV advertising thanks to remarketing
It often seems very expensive to run an ad on TV. But TV advertising doesn't have to be as expensive as many people might think: if you air commercials specifically on smaller stations that suit your customer base, you can keep expenses low.
Remarketing is a strategic component of your online advertising – regardless of whether you want to attract new customers or increase your brand awareness. If you want to achieve added value from your advertising, rely on a remarketing strategy and thus inspire your prospects to choose you.
With smart online advertising, you'll secure new customer acquisition and brand recognition beyond social media channels that will pay dividends.
CRB achieved a record number of visitors to their website in the month of the broadcast, which has continued for five months and is far above previous years. New customer acquisition has tripled, brand-related searches have increased massively since the TV ad - and that's with less than a six-figure funding range of this entire order.