December 14th, 2010 | Published in Google DoubleClick
San Francisco-based interactive agency, Signal to Noise, wasn’t quick to jump on the DoubleClick Ad Planner bandwagon when the product was first available in 2008. It took a little time but the agency’s media team found Ad Planner really useful to supplement its other media planning tools when it came to managing campaigns targeting specific U.S. cities, foreign countries and other languages.
A major online retailer asked Signal to Noise to expand their online display campaigns to Canada, including websites in French. But the agency had no access to media planning data outside of the U.S. unless they were willing to make an expensive upgrade to their existing services.
When Allen Stern, media director for Signal to Noise, took another look at Ad Planner, he was impressed. “When we started to expand into Canada and to do French language campaigns, I tried Ad Planner again, and I was very surprised; I thought it was great!” he says. “All of a sudden, Ad Planner became a great tool for us.”
Stern’s team used DoubleClick’s free online tool to identify likely sites in Canada for his client to place its ads, mostly banners in English and French. He used Ad Planner’s flexible features to search for sites in Canada, in the French-speaking province of Quebec, or simply by language.
“We identified sites and put a plan together. Ad Planner actually helped us allocate budgets. Those ads worked great and have continued to drive ROI,” says Stern. “So our client was very pleased, and we continue to deliver media plans for Canada.”
It was the same story when his agency needed to understand the media landscape
in France and Germany. Once again, Ad Planner helped Stern find and track
appropriate sites, and saved the agency thousands of dollars in subscription fees
for other tools.
And even though his team can’t read French or German, that’s not a problem; Ad
Planner can still delve into a site’s statistics and tell them—in English—whether it’s a good prospect to add to a campaign.
Read the full case study to learn more about Signal to Noise’s success with clients’ campaigns using DoubleClick Ad Planner.