Mogo Interactive, a leading digital advertising agency and Newport Board Group client, is the subject of a recently published case study of how leading marketers are using the DoubleClick by Google platform. The marketer featured in the case study? No less than The Greatest Show on Earth.
According to the case study and fast paced video on the web site of DoubleClick by Google, Mogo was asked by it's client, Feld Entertainment, which owns the Ringling Bros. and Barnum & Bailey® Circus, to help them with some key marketing goals. Like many companies seeking to sell into a multi-device consumer landscape that is increasingly dominated by smart phones, the Ringling Bros. wanted to:
- Measure and enhance its mobile-driven sales.
- Understand how customers use a combination of different devices, especially tablets and smart phones, to decide on entertainment options and then buy tickets.
- Improve the effectiveness of ad spending in producing conversions.
To assist it's client, Mogo used the DoubleClick platform to reach busy families who are on their mobile devices as they make up their mind about family entertainment. DoubleClick also helped to measure the success of the campaign with cross-device metrics. The results? An impressive 10 times increase in return on mobile ad spend by the Ringling Bros. and almost 3 times increase in cross-device conversions.
Mogo Interactive CEO Doug Mowbray sums up a key takeaway from the case study:
"Moms with kids are active, they’re on the go. They do have small moments where they check the news and these are opportunities for us to reach them. In the past, we wouldn’t have been able to tie a decision made in that moment to a purchase at a later stage. Now with DoubleClick’s cross-device metrics we can connect those dots of a marketing message to a ticket purchase on multiple devices. And that’s a game changer for us."
Newport partner and Northern California Managing Director Kevin Poole, who advises Mogo while drawing on the specialized expertise of other Newport partners, commented: “Newport is excited to see our client, Mogo Interactive, get recognition as one of the leading digital agencies that is helping clients take advantage of the power of the DoubleClick platform. It’s an exciting time for Mogo and Newport is proud to be assisting them.”
To learn more about Newport’s role with Mogo, click here.
About the Expert
Mark Rosenman, Newport's Chief Knowledge Officer, has deep experience developing processes, systems and content to create value from intellectual capital.
Click here to learn more about Mark Rosenman or contact him.
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