Samsung: Power of programmatic search

This case study details a programmatic search strategy employed by Samsung in the US to increase market share and tailor messaging to individual searchers' profiles.

Samsung: Power of programmatic search

Objectives

Apply the basic principles of programmatic display to search, creating the first-ever programmatic search buy. With it, a search buyer could adjust bids based on actual target knowledge: behavioural and demographic. Our goal was to apply the granular data previously only available through programmatic display to our search campaigns.

Insight

Search is an integral step in the customer journey, but in traditional search you can't buy directly based on demo or specific device-level targeting. Samsung is in a highly competitive race to increase market share within the U.S. mobile phone space, so we are...

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