MEDTRONIC: PROGRAMMATIC ADVERTISING

Medtronic, the global leader in medical technology, services, and solutions, was looking to increase awareness among a niche target audience while reducing the cost per lead. They also wanted our help to maximise the engagement of their existing content. 

CHALLENGE

Medtronic’s target audience for this particular campaign was neurosurgeons, not a huge group relative to the web. An innovative approach to targeting was needed to find the relevant audience, and further out-of-the-box thinking had to be applied to find the users with the highest engagement.

SOLUTION

We worked with the Medtronic team to drive the maximum number of video views and clicks to their whitepapers within a relevant audience who showed interest in the content and “want to learn more”. 

We used different targeting methods to achieve the best results: 

• Targeting pages through a set of keywords (contextual targeting)
• Find users based on 3rd party data (audience targeting)
• Specific known top domains (domain targeting)
• Targeting relevant categories such as business news, health etc.

RESULT

• We achieved 16 million impressions with conversion rates reaching up to 28.36%
• Native ad formats significantly outperformed display

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