Case Study: a major U.S. manufacturer proves upper-funnel programmatic drives brand and product searches with Goodway Group

A major U.S. manufacturer proves upper-funnel programmatic drives brand and product searches with Goodway Group

A major U.S. manufacturer was struggling to prove the impact of its upper-funnel programmatic advertising campaigns on lead generation and conversions. The manufacturer's branch locations lacked the analytics to show how these awareness tactics influenced the next phases of the customer journey, making it difficult to gain full insight into their digital media performance.

Goodway Group, working with The Trade Desk and agency Strategic America, implemented Inferred Brand Intent (IBI) pixels to track user behavior after exposure to programmatic ads. This solution provided the missing data, proving that the campaigns drove significant research activity. Goodway found that users who saw the ads subsequently made over 10,000 visits to product-related pages, demonstrating that the campaigns effectively encouraged consumers to research products and seek out the manufacturer's brand.