Case Study
Ad Council and Quantcast team up to increase site engagement for High School Equivalency campaign
“Quantcast’s predictive modeling helped us connect with individuals who were truly interested in continuing their education. This increase in site visits and zip code searches showed real engagement—and the fact that 35% of those searches came from cookieless environments proved just how effective their technology is.”
Michael Brooker, Director of Advertising Operations, Ad Council
higher average engagement time on site than display benchmarks
increase in organic site traffic
The Ad Council was founded as an American nonprofit in 1942 with the belief that creative marketing can solve complex social issues. They partner with the most innovative advertisers, the best storytellers, and the most powerful platforms to move the country forward.
Industry
Nonprofit
Brand
Ad Council
Product
Cookieless, Quantcast Advertising Platform
Challenge
Since 2010, the Ad Council has partnered with the Dollar General Literacy Foundation to connect over two million people with free adult education classes and help them earn their high school diploma. For their latest campaign, they sought to boost awareness and increase site traffic to the FinishYourDiploma.org site, driving adults to complete a zip code search to find a local adult education center near them.
Solution
Quantcast implemented the Q Pixel on FinishYourDiploma.org and used predictive modeling to target lookalike audiences more likely to visit the website based on content interest browsing behavior. By applying this modeling across both cookie-based and cookieless environments, Quantcast more than doubled their audience reach across the open web.
Results
By reaching individuals with a strong affinity for topics such as Education, Careers, and Technology & Computing, the campaign successfully generated a high volume of site visits over two months. During this period, Quantcast was a top traffic driver, driving a 47% increase in organic site traffic and tripling time on site. Cookieless activation contributed to the success of the campaign, driving 35% of the total zip code searches.
From Insights to Optimizations:
The Ad Council gained insights into which ad set performed the best and the locations of converting audiences (with St. Louis accounting for 9% of overall searches), enabling them to optimize their campaign accordingly. They also learned that a significant 72% of zip code searches were completed on a mobile device.
The Partnership
