Signal worked with a client in the artificial intelligence data industry that sought to run a digital program with two goals in mind: To educate their target audiences on the benefits of advanced data and the importance of training in the artificial intelligence space. Additionally, to establish this organization as a leader in the industry. This initial campaign leveraged banner advertising to enhance brand awareness amongst regulators and lawmakers, with ads for the organization focusing on key target offices in the Washington, D.C. area.
Signal ran the advertising campaign over 17 days. This campaign was geo-targeted over 7 office buildings for high-value policy and political leaders including Congress and the Joint Artificial Intelligence Center (JAIC), the National Security Commission on Artificial Intelligence (NSCAI), the Central Intelligence Agency (CIA), and the Defense Intelligence Agency (DIA).
This campaign used HTML5-based animated ads with eye-catching graphics and transitions to capture user’s attention more effectively than static banner ads. These ads were intended to drive a key audience of policymakers and regulators to an opinion piece written by the organization’s co-founders about the future of artificial intelligence technology.
The initial ad impression goal was to garner 30,000 impressions per target market for a total of 90,000 impressions with a targeted click-through rate (CTR) of 0.03% – 0.06%.
This campaign presented extremely successful results. As a benchmark for reference, similar campaigns with animated ads targeting legislators and regulators obtain a click-through rate that ranges from 0.05% – 0.2%, and the average is about 0.1%. Demonstrating the high levels of engagement this campaign achieved in concluding with a click-through rate of 0.33%.
Additionally, this campaign garnered over 108,000 impressions amongst this tight-knit audience. This ensured these advertisements were being displayed numerous times to guarantee effective frequency to build awareness and engagement with the campaign.
This campaign’s results achieved the client’s two-fold strategy in utilizing geotargeting to reach key stakeholders in their offices, it elevated the opinion piece to the right audiences to educate these decision-makers on the power of their technology and established name recognition for our client to complement the advocacy efforts taking place on Capitol Hill.
- Brand and Digital Strategy
- Audience Insights + Advanced Data Analytics
- Digital Advertising Campaign