Success Stories: Vonage

Challenge
Carat Interactive, Vonage's agency of record, needed to find cost effective and broad ranging marketing venues to mass promote Vonage DigitalVoiceTM. "In addition to the large branding and awareness campaign, we needed to acquire customers at an aggressive acquisition cost utilizing as many media venues as possible while maintaining cognizance of the brands that we partner with," said Steve Ustaris, Media Supervisor at Carat Interactive, a global leader in media services.

Marchex Adhere Campaign
Carat Interactive implemented a multifaceted approach for Vonage across thirteen media programs. With Marchex Adhere, the agency was able to take advantage of the company's wide-ranging business technology platformwith targeted search terms and contextually relevant categories throughout CMP Media's Network Magazine and CommWeb, IDG's InfoWorld, Ziff Davis Media's PC Magazine, CIO Insight, Baseline Magazine and eWeek, in addition to over 30 other sites across the network. Vonage was able to attract the right audience at the right cost with the large landscape of sites to choose from. Marchex Adhere allowed Carat to buy targeted media efficiently, with little or no optimization of the campaign.
"As a whole, our agency incorporates a mix of cost per click strategies either in-house or by partnering with highly focused networks like Marchex Adhere," said Steve. "Marchex Adhere sites put users in the information seeking mindset before they committed to an information source. Plus, we were able to buy on a site-specific, cost per click level. There is no other network where we can get on premium business publications like Infoworld at this cost!"

Successful Results
Carat's total online media spend for Vonage DigitalVoiceTM was about $1 million. Their main goal was to meet an aggressive acquisition cost. During the first week of the campaign, Marchex Adhere was above the acceptable average CPA. By the fourth week of the campaign, the CPA dropped 89%. Marchex Adhere came out performing below the overall average cost per acquisition that Carat wanted to achieve for Vonage.

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