“GumGum's contextual segments have enhanced GWR's prospecting display strategy by driving higher engagement and outperforming benchmarks at a more cost-efficient CPA compared to standalone off-the shelf segments”
better ROI than the campaign benchmark
lower CPA than prospecting benchmark
Great Western Railway (GWR), a leading UK-based train operator, aimed to maximize ROI through a pre-bid campaign on The Trade Desk. The goal was to inspire leisure train travel by targeting audiences with interests in travel and nature-based activities.
Great Western Railway’s campaign featured creative highlighting the joy of train journeys and nature exploration. Ads were placed strategically to ensure cost efficiency while maximizing engagement.
GumGum utilized its Contextual Intelligence technology to deliver ads aligned with content that matched the target audience’s interests, such as rail travel, leisure travel, nature, and staycations—all without relying on cookies.
By understanding GWR's travelers' interests, we prioritized contextually relevant content—like leisure travel and nature—over behavioral tracking. This strategy ensured GWR’s ads reached the right audience in naturally aligned environments.
GWR's campaign achieved exceptional results compared to benchmarks:
GumGum's contextual segments have enhanced GWR's prospecting display strategy by driving higher engagement and outperforming benchmarks at a more cost-efficient CPA compared to standalone off-the shelf segments. This custom-built approach, teamed with DCO creatives, delivered a highly impactful campaign reaching our target audience with highly relevant messaging in the right context.
GumGum's contextual segments have enhanced GWR's prospecting display strategy by driving higher engagement and outperforming benchmarks at a more cost-efficient CPA compared to standalone off-the shelf segments. This custom-built approach, teamed with DCO creatives, delivered a highly impactful campaign reaching our target audience with highly relevant messaging in the right context.
GumGum's contextual segments have enhanced GWR's prospecting display strategy by driving higher engagement and outperforming benchmarks at a more cost-efficient CPA compared to standalone off-the shelf segments. This custom-built approach, teamed with DCO creatives, delivered a highly impactful campaign reaching our target audience with highly relevant messaging in the right context.
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