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Vonage

Objective

Vonage came to Advertising.com to generate new subscribers for its VoIP calling plans. Vonage's secondary goals included driving traffic to its website and increasing brand awareness.

Course of action

Advertising.com employed its web marketing solutions to drive high-volume subscriptions for Vonage. From advanced targeting to view-through tracking, Advertising.com provided Vonage with a comprehensive online marketing strategy.

Advertising.com created multiple banner advertisements designed to increase brand awareness and drive qualified traffic to the Vonage website. The ads were delivered across Advertising.com's extensive web network, which reaches over 76% of the Internet universe. As Vonage's VoIP service is only available to broadband users, ad delivery was targeted to reach only those users equipped with broadband.

Advertising.com's AdLearn optimisation technology analyzed user response data, accounting for thousands of factors - including behavior, geography, hour, creative, website and more - to determine optimal ad placement based on the highest expected number of subscriptions generated for Vonage.

While ad placement was optimised to maximise subscriptions, Vonage also sought a solution to convert those users who clicked on the ad but did not complete a subscription. Vonage implemented Advertising.com's LeadBack behavioural targeting technology to anonymously track consumer activity on the Vonage website, e.g., abandoned subscription form. After exiting the website, consumers who had not completed a subscription received targeted ads designed to drive them back to the Vonage site.

In order to accurately track the success of the campaign, Vonage leveraged Advertising.com's view-through tracking technology to match conversions occurring in the days following the initial impression. For services requiring a long-term commitment such as VoIP telephony, consumers often view an ad and then visit the advertiser's website at a later date to complete a subscription. The ability to track and associate subscriptions with original impressions enabled Vonage to accurately measure the return on their marketing investment.

Results

Advertising.com's interactive solutions have helped solidify Vonage's status as the leading player in the VoIP telephony industry. By leveraging Advertising.com's sophisticated targeting and tracking technologies, Vonage has been able to reach and convert consumers in various stages of the buying cycle.

In just four months, Advertising.com's web marketing solutions helped increase Vonage's monthly rate of new consumers by more than 172 percent. As a result of its successful interactive campaigns, Vonage now allocates more half of its annual marketing budget to online efforts.

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