Bidtellect, one of the leading demand-side platform and advertising technology firms, and Bombora, the pioneer in B2B intent data, recently collaborated with a financial services client to compare the effectiveness of contextual targeting and behavioral targeting in a head-to-head campaign test. The results demonstrate the efficacy of context-sensitive, cookie-free technology as a performance aid rather than a cookie substitute.
The objectives of the campaign were to direct users to the client's landing pages and promote chatbot interactions. The contextual campaign used Bombora's contextual segments to accompany Bidtellect's bidding technology. Ultimately, Bombora and Bidtellect contextual technology drastically reduced the cost of driving users to landing pages, saving the client money and optimising return on spend.
Director of Sales at Bidtellect, Jonno Burden, said, "Account-based marketing has historically been the default strategy for our B2B partners targeting decision-makers in their industry." He added, "Bombora and Bidtellect's double-pronged approach incorporating their contextual solution not only reaches potential clients via ABM targeting, but drives incremental conversions, engagement, and reach that are potentially missed. We were thrilled to see such great results with new converting clients."
(Source – GlobeNewswire)
Notable outcomes include eCPC (effective cost per click) and eCPM efficiencies, which resulted in 38% more impressions and an astounding 83% more clicks by the contextual test campaign than to the control campaign. In addition, the Bombora contextual test campaign performed 48% higher in landing page CPA (cost per acquisition) and 19% better in chatbot CPA than the behavioral control campaign.
About Bidtellect
Bidtellect is a performance-driven demand side platform (DSP) focusing on context-first optimization, cookieless solutions, and native programmatic. It is one of the industry leaders in premium supply quality and optimizing down to the placement level while providing extensive campaign insights across various KPIs for our brand, agency, and trade desk partners. Due to industry-leading brand safety technologies, premium supply quality, and better context capabilities, the company consistently surpasses rivals in almost every head-to-head performance test.
About Bombora
Bombora is the leading source of marketing and sales intent data for B2B companies. The company's data unify marketing and sales teams, enabling them to make decisions based on information about which businesses are actively investigating which products and the intensity of their research. Thus, marketers may leverage this data to drive more qualified demand down the sales funnel, while sales teams can prioritize accounts more efficiently and achieve higher-quality conversions. This information was compiled by the first cooperative of more than 5,000 premium B2B media suppliers.