Hyperoptic: Hyper-optimum bidding strategy – A global first

Hyperoptic, an internet service provider, boosted its share of the UK broadband market with a world-first use of algorithms by developing a hyper-optimum bidding strategy.

Campaign details

Brand: HyperopticAdvertiser: HyperopticAgency: MerkleCountry: UK

Campaign Overview

Doing the client's bidding

Hyperoptic wished to boost its share of the UK broadband market with a world-first use of algorithms.

Strategy

Hyperoptic only has 2% of total UK broadband availability. Securing an order through display activity is a real challenge as geo-fencing isn't exact enough to reach users in a known Hyperoptic-served home.

Merkle's brief was to use programmatic display to achieve multiple KPIs: boost broadband orders, leads, and site visits and engagements for education.

The strategy focused on reducing waste and improving...

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