Success Stories: Just Media Inc.

Challenge
Just Media Inc. is an agency that specializes in planning and buying all types of media - from the traditional to the daringly unconventional - across Europe and the U.S. With online performance advertising heightening to new levels of success, Just Media knew it was time to embrace this new medium as part of their services offered to clients. The question for Just Media was - how? More specifically, Just Media was searching for a performance-advertising solution that would be easily understood by clients and that would increase client's conversion rates while remaining cost-effective.

IndustryBrains Campaign
In September 2003, IndustryBrains offered a marketing solution to Just Media - utilizing IndustryTargets Listings and SearchTerms Listings that would specifically target a specific IT audience. What started out as a test campaign soon grew to become a consistently successful program for other Just Media clients.

IndustryTargets Listings - Clients of Just Media have the lucrative opportunity to bid on site specific placements under relevant sections of branded publisher sites such as Ziff Davis Tech, Tom's Hardware, PCWorld, TechWorld, CMP, ComputerWorld and more. The fact that most IndustryBrains listings run on recognized Information Technology Web sites allows clients the comfort factor when choosing their desired ad placements. Additionally, the pay-per-click model was relatively simple to understand for those clients who were looking for more performance-based advertising solutions.

SearchTerms Listings - IndustryBrains enabled advertisers to bid on placement of keywords and phrases related to their business on relevant publisher sites. SearchTerms allows ad listings to be found by buyers who are already interested in advertiser's products and services. Furthermore, clicks that are generated from quality content have proven to deliver more targeted leads and customers for marketers. This means, IndustryTargets Listings and SearchTerms Listings have the ability to generate higher conversion rates for advertisers. Overall, IndustryBrains campaign provides a perfect addition to Just Media's more expensive yet visually impacting banner units that they also run on many Web sites. It allows users a 'second chance' to respond and also allows clients to cost-effectively extend their reach of an online investment.

Successful Results

Higher Online Conversion Rates - Just Media has been truly satisfied with IndustryBrains buys. The agency has tested end conversions and IndustryBrains have proven to perform better than similar pay-per-click models such as search-based advertising.

Cost-Effective Solution - All of Just Media's client campaigns have delivered strong results via IndustryBrains and the cost per click metrics they have achieved have always been at the lower end of their campaign averages compared to other programs. In all, the overall cost-per-lead is better.

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