Native marketing strategy to cover various age groups, from teens to 40s
Jarvis & Villains
The core of Dable advertising is 'content'.
3o3 is a tax-related service that can be used from teens part-time job students to individual entrepreneurs in their 40s. It targets a wide range of age groups and various occupations, so it was necessary to expose advertisements that fit the interests of each target group. Unlike DA, we were able to induce clicks and convert potential customers for each target audience through content by utilizing the unique advantages of Dable Native ads exposed in the content recommendation section in the article.
Donghyeon Jo Manager | Jarvis & Villains Marketing Team
Challenge
Reaching a target audience of various age groups
As interest in the comprehensive income tax is increasing in May, there was a need to expose advertisements to media that fit the target group to cover target groups of various ages such as part-timers, freelancers, and individual operators. In other words, an advertising platform was needed to cover target groups of various ages while increasing the proportion of new users. Dable has partnered with more than 2,000 domestic media and has various placements within online communities, so it decided that it will be able to cover 3o3's target class by exposing content suitable for each target age group.
Solution
Content and campaign segmentation for each target age group
Since the target of tax refund varied from 1020 part-time students to 3040+ freelancers and sole proprietors, it was necessary to segment the content and campaigns for each target age group. Since the 1020 campaign is clearly aimed at part-timers, images reminiscent of part-timers were used, and keywords such as "part-timers" and "refunds" were actively used. It showed indirectly through content that if you have part-time work experience, you are eligible for a refund. This led to clicks on the target. Also, paying attention to the fact that community media has a high percentage of 1020, we increased the exposure weight by bidding the media's cpc. Rather than targeting specific occupational groups, the 3040 campaign emphasized the characteristics of the service itself, such as tax refund, users up to now and the amount of refund. In the case of media, due to the characteristics of the target, the cpc of the news media was bid and operated so that it could be exposed more in the media.
Results
Low conversion price
Dable showed a conversion(sign up) unit price that was 13% cheaper than other ad platforms.
13%
13% cheaper conversion price than other ad platforms