Case Study: WRAL achieves precise audience insights and sustained call volume with Lotame's DMP

WRAL Offers Advertisers Precise Insights with Broad Reach

WRAL.com, a Raleigh-based media company owned by Capitol Broadcasting with 4.5 million monthly uniques, was tapped by a national internet and cable provider to run a display campaign aimed at acquiring new customers and gaining market insights. The brief required reaching six target audience groups across 12 zip codes and running an A/B test of two creatives to identify the most effective messaging.

Using Lotame’s data management platform, WRAL built custom audiences and collected campaign engagement data (intent, demographics and interests) to optimize delivery. The campaign increased engagement, prevented the advertiser’s usual seasonal drop in call volume, and generated audience insights that led the client to sign on for additional campaigns.

WRAL

Chris Weatherly

Digital Sales Manager