We just got hold of a great example of an online advertising campaign targeting a specific segment of the Hispanic population through behavioral, contextual and geotargeting online advertising techniques.

Online Ad Network AudienceScience teamed up with First 5 California, also known as California Children and Families Commission, to execute a strategic campaign to reach California parents with children under the age of five to drive awareness of First 5 California’s education, health, childcare and other programs. With over 52 percent of children under the age of five in California being Hispanic, this segment of parents are the largest demographic among First 5 California’s target audience.

Budget: The total budget for the campaign was US $100,000.

Flight: May 3, 2011 – July 31, 2011

Targeting Technology: Geo-Targeted to California running as Audience Plus Placements.  AudienceScience implemented their Hispanic Audience Targeting technology to effectively reach both English and Spanish speaking parents via behavioral and contextual targeting online. Spanish Channel, Hispanic BT (Hispanic Lifestyle, Hispanic Parents of young children, infants).

Performance: Fraser, First 5’s Advertising Agency, judged the campaign on CTRs (Click-through-rates) and CPCs (Cost Per Click). AudienceScience delivered about 60% of total visits to the site and had one of the lowest CPCs among Spanish buys running flash and rich media. Average CTR was 0.05% and CPC was US $7.50. Their eCPC was at about US $6.70 compared to Fraser’s average of US $7.50.


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