Wearables Brand Uses Custom Segmentation to Drive Programmatic Results

A leading wearables brand wanted to leverage its first-party data across its programmatic advertising to increase sales.

Acxiom leveraged the extension capabilities of its Addressable Advertising solutions to create three custom behavioral segments from the client’s data to use in the campaigns. Appropriate audiences from off-the-shelf, syndicated data were also selected for use in the campaign. To measure the impact of each group, sales were monitored across all segments. 

The custom segments performed much better, with nearly twice as many households making purchases than syndicated audiences and almost 7,000 incremental sales, compared to the average segments.