Case Study: HP achieves 6.9x higher site traffic and boosts awareness with Quantcast

HP imprints printer benefits messaging with niche business professionals and drives sales

HP Inc. partnered with agency PHD and Quantcast to launch a new A3 multifunction printer and boost awareness in a low-interest category. The key challenge was reaching SME decision-makers and business professionals with product-benefit messaging before purchase—buyers often only replace printers when they fail, creating a short consideration window, while contract purchases can take months.

Quantcast used live audience signals from publisher relationships to identify in-market intent and predictive behaviors, serving targeted display ads and native educational articles across local sites to drive traffic to HP’s product pages. The campaign reached over 800K unique users (avg. frequency 3), lifted awareness, delivered 6.9x the average site traffic rate, exceeded the viewability goal by 9%, and maintained brand safety with Quantcast’s blocklist and IAS pre-bid protection.

HP