Case Study: Reaching a Niche Audience
In the spring of 2008, NCTA approached Smart Media Group to promote their national broadband network that reaches more than 90% of U.S. households. The challenge was reaching two audiences with different media consumption habits: federal lawmakers and telecommunications insiders.
Smart Media Group has a great deal of experience and research on delivering a message to federal lawmakers; that showed print and the Internet efficiently reached this audience. Telecommunications insiders on the other hand proved to be a unique challenge. Research showed that a number of industry blogs performed well, but no one had a large enough audience to achieve effective reach. This meant a large number of sites had to be purchased to deliver a message to our target audience.
Print publications and Internet sites such as the Washington Post, Congressional Quarterly and National Journal proved to be very effective in reaching federal lawmakers. Email alerts and homepage sponsorships drove a large amount of traffic to the page on NCTA’s site specifically designed for this campaign. Some placements achieved a 0.34% click-through rate, ten times the industry standard.
Niche sites perform very well among telecommunications insiders, among these were Broadcasting and Cable; GigaOm and TV Week. Each of these sites produced a click through rate more than three times the industry standard.
Smart Media Group was able to over delivere traffic to the micro site by 62% and planned impressions by 23%. We also utilized a custom network of Telecommunications sites that not only delivered our message, but drove traffic to the micro site. Identify key sites and optimizing in real time were key factors in successfully delivering NCTA’s message.