CMI Media Group and their client couldn’t be more pleased with the results. Since launch, the Microsoft Audience Network pilot garnered more than 20 million impressions, 127,811 clicks, and 2,401 conversions, yielding an impressive $13.25 CPA, which is 24% lower than their CPA benchmark.
Cost efficiency was another big win with the Audience Campaign bringing in an 80% lower CPC than other platforms.
“We saw cost-efficient audience impressions that drove site traffic,” says Cliff Covey, Vice President of SEM & Emerging Media at CMI Media Group. “The pilot yielded high-quality performance based on cost efficiencies and site engagement data.”
In fact, the Audiences Campaign drove a 140% increase to remarketing lists for search ads (RLSA).
By extending reach via the Microsoft Audience Network, the media team has been able to increase their search reach by layering on new remarketing lists, and has capitalized on the new audience pool the Microsoft Audience Network drove for their search efforts by increasing awareness on core terms. The audiences built across Audience and Search all sit within the same Microsoft audience ecosystem which allows for cross-channel exposure. Additionally, from the success achieved from the remarketing pool, additional audience pools have been activated: In-market Audiences and Custom Audiences utilized by CMI Media Group show the value of the HCP audience and connect with HCPs throughout the marketing funnel.
Custom Audiences is one of the most innovative efforts CMI Media Group has executed to date, as they’re leveraging clients’ first-party data and matching it to doctors and nurses that are self-identified on Microsoft. These audience pools are crucial for both search and the Microsoft Audience Network, as they’re first party and helping to set up clients for future success with cookie deprecation.
Andrew Miller, Senior Vice President of Search and Emerging Media at CMI Media Group, notes that, “It can be notoriously difficult to accurately target HCPs within the traditional Search space. By using In-market Audiences, we had a new, targeted way to ensure we were reaching the HCP audience with our campaigns.”
Collaborating closely with partners like Microsoft allows CMI Media Group to bring new opportunities to clients and elevate their brand in relevant and compliant ways. Innovative approaches like this pilot power first-to-market and early-adoption strategies, further separating CMI Media Group clients from their competitors.
“The pilot showcases the value of our partnership with Microsoft Advertising and our joint commitment to innovation. We identified an opportunity for a product that wasn't available and provided use cases. Microsoft Advertising enabled the new functionality, and together we executed a successful pilot,” says Cliff. He adds that, “This was true innovation resulting from strong partnership.”
Based on the success of the US campaign launch, global marketing partners in the UK and elsewhere are leveraging their work and have launched similar campaigns to drive results for their client. “We're constantly working together,” says Andrew. “Microsoft Advertising is always working to identify new products and features to reach new audiences, and we are doing the same.” Cliff agrees. “At CMI Media Group we aim to be innovative for our clients. It’s critical to find valuable partners like Microsoft Advertising who find a way for us to do more for our clients.”