Axia FibreNet (a Bell Canada company), a fibre optic internet service, aims to provide high-performing internet to rural towns in Alberta...
Axia FibreNet (a Bell Canada company), a fibre optic internet service, aims to provide high-performing internet to rural towns in Alberta. However, they faced the challenge of ensuring their digital ads were seen by actual residents of these towns, and not people just passing through. For a solution, they turned to their media fulfillment partner LoKnow, who utilized RainBarrel’s audience technology. The primary objectives were to reduce ad spend, provide accurate targeting, increase engagement, and increase conversions. RainBarrel’s technology was to be used to ensure that ads were served only to each town’s residents, while at the same time maintaining a strong focus on privacy.
RainBarrel’s technology was used to segment residents in the targeted communities into audiences. Our unique approach allowed us to look back 30 days in our dataset, ensuring that we had a substantial amount of information to work with. We then filtered out any devices that did not spend a significant amount of time in these towns during the previous month, indicating that they did not belong to residents. This strategy ensured that the privacy of transient visitors was respected, and that only the devices of actual residents were targeted.
The results of the campaign were impressive. We decreased Axia’s search marketing budget by 90% and increased engagement by almost 1000%. Website page views increased by 11.34%, the average time spent on pages increased by 13.55%, and conversions increased by 142.85%. Furthermore, their spend from the year before dropped by 78%. These results demonstrate the effectiveness of RainBarrel’s approach.
10x
Increase in Engagement
90%
Decrease in Budget
RainBarrel’s audience graph technology, with its focus on privacy and real-world foot traffic data, was instrumental in the success of Axia’s campaign. The use of custom RainBarrel audiences resulted in a highly targeted and efficient campaign that ensured the best possible return on Axia’s advertising dollar.
