Account and location-based advertising improved brand awareness among a key audience segment, driving a 100% increase in target organizations visiting NTT DATA’s website
By combining out of home adverts in key locations with highly targeted account-based display advertising, we achieved a click-through rate of 150% of the industry benchmark and drove high quality traffic to the site.
NTT DATA had an aspiration to increase its customer base among companies of more than 5,000 employees and £1bn turnover.
But brand awareness was low in this segment, which was based primarily in London and the South East.
We analyzed the target account list and used the findings to place display adverts with publishers serving business and technical audiences.
These appeared on a network of sites which targeted key verticals and companies on the account list. Location targeting was added, using Argus, to reach mobile devices during rush hour at underground stations used by our audience. The online activity was complemented by out of home adverts at key locations. Intelligence on companies visiting the website was passed to NTT DATA’s marketing and sales teams.
increase in website traffic
Increase in goal conversions
Increase in traffic from enterprise-level accounts
increase in page views
of industry benchmark click-through rate
unique companies engaged
NTT DATA worked with TMP to execute our brand campaign – a high-profile advertising campaign both outdoors across London’s major train station and across digital channels. TMP determined the media approach, the channels and delivered the campaign to the market. It was delivered seamlessly, and results have exceeded our expectations.
Marketing Director, NTT DATA