Case Study: Wayne County boosts property auction participation with Comcast Spotlight

Wayne County - Customer Case Study

Wayne County, Michigan, needed to drive awareness and traffic for a short-window online property auction, with the success of the event dependent on attracting enough bidders. Comcast Spotlight supported the Wayne County Treasurer’s Office with a multi-screen advertising campaign designed to reach local adults ages 25–54 and promote the auction website.

Using Comcast Spotlight’s geographically targeted TV spots along with XFINITY.com display and in-banner video advertising, plus 24-hour sign-in page takeovers, the county directed users to treasurer.waynecounty.com to register and learn more. Comcast Spotlight’s campaign generated more than 2,370 digital engagements and over five hours of in-banner video viewing time, helping drive an increase in registered auction participants.

Wayne County