TracFone Wireless: Finding performance efficiencies by moving direct buys to programmatic private marketplaces
Campaign details
Brand: TracFone WirelessBrand owner: America MovilLead agency: IMMCountry: USAIndustry: Telephone & internet servicesChannels used: Mobile & apps, Online displayBudget: Up to 500k
Executive summary
In 2016, TracFone, a no-contract wireless provider, wanted to increase the volume of core target traffic to the site. TracFone's primary core target falls within the 45+ age group and had a middle-to-low household income. This older age group tended to lean away from hi-tech gadgets...