MULTIVARIATE CREATIVE TEST ENGAGES DISTINCT AUDIENCES FOR LA-Z-BOY
December 19 identified their three key audiences: families, single men and young homeowners.
At Silence, we believe that creativity is the only lever left to pull in digital. You can’t ask the technology and the media to work much harder. It’s the creative that does the job of getting people to notice ads and remember to buy products.
So for La-Z-Boy we designed and built three versions of Google’s lightbox format to engage each of these distinct audiences:
To put these creatives in front of the right people at the right time, we used Google’s DV360 to curate the marketplace of websites that index highest for these audiences and employed contextual targeting strategies based on each audience’s interests.