The client, a multi-billion dollar home specialty retailer, partnered with Zemanta to target unique messages to individual customer segments based on life milestones. Zemanta's content management system allowed the client to organize campaigns for each segment and test content across networks to determine highest ROI topics and formats. Location, device, demographic and interest targeting was applied to each audience segment. The client promoted content across over 25 native and content discovery networks, learning that recency and interior design/DIY topics had highest engagement. The campaign increased time on site by 2.7x and reduced bounce rate from 82% to 55%, with over 225 hours of consumer engagement over one month.

1. Client Case Study:
Multi-Billion
Dollar Specialty
Retailer for the
Home

2. The Challenge
The client partnered with Zemanta to reach individual customer segments with unique messages
based on life milestones.
Our Solution
The client used Zemanta One's content management system to organize campaigns for
each customer segment.
The client tested content ads from brand blogs, social network posts and 3rd party
publishers to determine which topics and formats had the highest ROI.
Put in place location, device, demographic and interest targeting based on each audience
segment.
Client promoted content across 25+ native and content discovery networks to reach largest
scale.
Before working with Zemanta the client prioritized efficient traffic acquisition over
engagement. Zemanta One gave them the insights and management tools to start
optimizing for post-click performance.
Content Insights
The client learned that recency was critical for their content strategy. Top performing
articles were published within six months of the campaign finishing.
Interior design and DIY content brought the highest engagement. The client shifted their
content strategy mid-campaign to take advantage of insights.
The client was able to identify high-performing authors and individual articles that generated
sales.
Results
2.7xincreased average
Time on Site
225hours of
engagement
55%Bounce Rate
(from previous 82%)
Reduced bounce rate
from 82% to 55% using
Publisher View to blacklist
underperforming publishers.
Consumers spent over 225
hours engaging with client
content over the course of a
month-long campaign.