Home warranty brand enhances digital advertising strategy with omnIDirect™

A reputable home warranty brand was eager to diversify digital advertising performance with a new targeting approach. Franklin Madison Direct proposed a test comparing standard online targeting segments with offline-based audience models. Using OmnIDirect as a multi-channel prospecting strategy, offline models were activated online through a deterministic identity graph. The brand’s top prospects received branded direct response advertisements, while the FM Direct team closely monitored, optimized, analyzed, and reported on campaign performance of both data sources. The cost per lead was 25% lower for offline audiences compared to online audiences, with similar purchase rates. The efficiency of the offline models in this parallel environment validates the impact rigorous data cleansing practices have on the quality and precision of audience targeting, versus a standard online audience that is prone to waste and inaccuracies. FM Direct’s expertise in developing high-performing data models, coupled with the opportunity for a head-to-head experimental design, has positioned the brand for sustainable success and exponential growth.