Hibu

The goal

Hibu, a premier provider of tailored and innovative digital marketing solutions for local businesses across the US, specializes in creating custom-integrated strategies to attract and retain customers. Hibu faced the challenge of expanding the reach for their small- to medium-sized business (SMB) clients, who are highly focused on local advertising. To address this, Hibu strategically allocated their clients’ marketing budgets toward targeted audiences, generating highly specific ad impressions and increasing click-through rates. This approach not only enhanced but expanded their clients’ lead generation funnels.

The solution

To tackle the challenge, Hibu leveraged their existing API connection with Microsoft Search and expanded its scope to include Audience Workflow (AWF) within the Microsoft Audience Network. This expansion enabled the seamless deployment of image-based campaigns, incorporating best practices for campaign optimization. By utilizing various formats and channels such as display, mobile, native, digital video, Connected TV (CTV), and Over-The-Top (OTT) platforms, Hibu was able to scale the process across thousands of campaigns. This approach ensured that each SMB client, regardless of budget, received an original, highly customized, and highly targeted program.