Native Display Pilot Outperforms for a Nonprofit Serving Families
Objective
Enhance upper-funnel engagement and increase site starts by extending awareness efforts beyond paid social into programmatic display. The goal was to drive additional direct and organic traffic by reaching high-intent audiences across a broader digital landscape.
Strategy
Shifted investment from paid social to DSP to evaluate programmatic efficiency and the potential for broader upper-funnel influence.
Ran an experiment focused on native ads optimized for post-click engagement, targeting caregivers through contextual, third party, and interest-based segments.
Closely monitored site traffic behavior and site starts to assess lift from programmatic efforts and validate incremental value.
Following strong results, retained programmatic as a permanent channel to strengthen awareness and drive long-term engagement growth.