Metricon embraces omnichannel first-party data, generating 72% of online leads

Business objective

Generating leads in a competitive industry 

Metricon is Australia’s largest home builder, helping Australians construct the perfect homes for their families for more than 45 years. 

With the cost of living and high interest rates slowing the market for new homes, Metricon needed a strategy to help generate leads for new home builds. More specifically, Metricon wanted to reach potential buyers in one of the most populous states, Victoria, Australia. 

The company worked with its agency, Starcom, to develop an ad strategy leveraging Apex’s suite of products that could help it boost reach and generate leads in metro regions of Victoria. 

Solution 

Boosting online and offline leads with an omnichannel, data-driven strategy

Metricon used The Trade Desk platform to run a programmatic omnichannel campaign, tapping into our extensive selection of broadcast video on demand (BVOD), audio, display, and native advertising inventory. 

Consolidating all its media buying on the open internet using a single platform enabled Metricon to more effectively harness data across channels and access a holistic view of campaign performance. 

Metricon used a combination of first-party and third-party data targeting and retargeting strategies to further enhance its strategy. The company used our onboarding tool to help upload and activate its customer relationship management (CRM) data through Unified ID 2.0 (UID2) on our platform. This helped to scale the campaign, which included creating lookalike audiences of consumers similar to its existing customers and Metricon website visitors. 

Leveraging UID2 paid dividends, first-party data strategies accounted for 72% of online lead submissions while consuming only 58% of ad spend. Overall, the campaign delivered a significant improvement in online leads, achieving an increase of over 550 leads compared to the previous campaign, which relied only on third-party data and pixel audiences. 

Metricon used our advanced frequency controls to manage the number of ads consumers were shown across channels. This enabled the campaign to reach 68% more people in Melbourne, with a 41% lower cost per reach. 

Metricon used several solutions to assess campaign performance, including our partner Foursquare’s online-to-offline footfall measurement tool. The latter measured the impact on the number of visits to Metricon display homes — revealing, for example, how the UID2 execution helped lower the cost per footfall in Victoria by 43%. 

Metricon also used search and social impact reporting. This showed that the search conversion rate among consumers in Melbourne increased by 3x when combining programmatic advertising with search, compared to search only. The social conversion rate increased by 5x when consumers were also shown a programmatic and social ad versus social only. 

Following the success of this campaign, Metricon plans to refresh its CRM upload to our platform monthly so it can continue to drive high-quality leads and growth with future campaigns. 

Discover how activating an omnichannel approach powered by UID2 can help you drive real business outcomes. Contact us or reach out to your account manager at The Trade Desk.