The digital advertising planning & buying agency designed to maximize return on ad spend.
Average client ROAS
Average new campaigns per month
Our Lab is small and mighty
We work with brands from many different verticals, but they all have one thing in common: A desire for their digital marketing to drive meaningful business results. That's where we come in, and that's why our average client tenure is four years, with some of our longest tenured clients trusting us with their digital marketing for nearly a decade.
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Media Propulsion Laboratory's people plus programmatic model generates performance that is truly out of this world for some of Earth's most recognized brands.
Impressions Delivered
pre-roll views
Nebraska Department of Health & Human Services (DHHS)
The Nebraska Department of Health & Human Services (DHHS) is a state agency of Nebraska headquartered in Lincoln. DHHS provides health and human services, for both families and regular patients. DHHS is Nebraska’s largest agency and is responsible for nearly one-third of Nebraska’s government both in total employees and budget. DHHS came to us with the goal of addressing the disparities in healthcare access and information, with the knowledge that COVID-19 affected the citizens of Nebraska from all walks of life, but access to life-saving information was not as widespread.
Like many other jurisdictions, Nebraska faced many challenges when attempting to deliver health and wellness information across the state regarding COVID-19. Many marginalized and equity-deserving groups were disproportionately impacted by the pandemic and faced additional barriers to accessing information and healthcare resources. DHHS had identified that African American and Hispanic audiences should be emphasized in this campaign. They also presented the challenge of access to information in rural areas: Nebraska has a high percentage of rural population, which also presents unique challenges for accessing healthcare-related information. While the campaign would be delivered in larger centres such as Lincoln and Omaha, it was also of significant importance to deliver the campaign message to rural Nebraskans as well, which represented approximately 495,000 residents.
DHHS entrusted us with promoting the “Be Well, Stay Safe Nebraska” message' across the state of Nebraska. This campaign’s focus was to encourage Nebraskan’s to continually take steps to improve their health in 2022. The core messages included scheduling health check-ups, proper hydration, nutrition, exercise, rest, and reducing vitamin deficiencies. This campaign was to run continuously from March to August 2022.
In delivering this campaign, we worked closely with SC Squared Media, (the agency of record for DHHS) to provide a thoughtful approach to address the unique challenges of reaching both ethnically diverse and rural audiences.
Strategy
To initiate the research phase, we began by determining the size of each audience in Nebraska and their platform usage patterns. Next, our in-house strategy team devised a comprehensive plan that specified the tactics to be implemented each month, taking into account the relevant data segments in order to effectively reach our target audiences. Prior to launching the campaign, we collaborated with SC Squared Media to create a monthly plan that included estimated audience size, estimated reach, and total monthly spend.
Our team accessed several inventory supply sources to procure the best quality inventory (display, native, and pre-roll) at the most competitive CPM’s. In addition to having multiple inventory supply sources, we have access to multiple demand-side platforms, which provides even greater opportunities for campaign optimizations.
With the audiences, locations, and objectives in mind, our team developed a detailed campaign strategy that honed in on our target audiences and was separated throughout the year based on three distinct geographies (Lincoln, Omaha, and Greater Nebraska) by platform. We determined the audience universe sizes across standard display, programmatic native and video pre-roll. We then compiled over 127 relevant behavioural, demographic, and interest segments that we applied to the corresponding target audiences. This included 18+ to reach the general population in Nebraska, ethnic data segments that allowed us to reach both African American and Hispanic audiences, and location visit data to help reach rural populations.
Once the budgets were applied by audience, geography, and platform, the campaign was launched. Continuous optimizations were made to achieve significant impression delivery and increase site visits to StaywellNebraska.com. We then used campaign performance data to optimize toward the segments yielding the best results. Over the five-month campaign duration, our team consistently increased overall reach and effectively maximized overall
ad spend.
Impact
Our team was able to deliver exceptional results on all outlined objectives, reaching the identified audiences across the state while optimizing our client’s budget. The “Be Well, Stay Safe Nebraska” campaign received 15M+ impressions across display, native and pre-roll and over 1 million completed pre-roll views with a total view time of over 6,500 hours. We secured 18,000+ clicks to StaywellNebraska.com with a delivery of over 4M impressions in rural Nebraska. Our team achieved an average CPM below $5.00, including more expensive video pre-roll formats. We are honoured to have taken part in a campaign that brought life-changing information to the residents of Nebraska.
Impressions Delivered
CPM
Coaching Association of Canada
The Coaching Association of Canada (CAC) has a clear vision to inspire a nation through sport. Established in 1970, the CAC champions sport coaches and sport organizations in Canada, bringing credibility and recognition into Canadian sport. In January 2023, our Partners at Accurate Creative, reached out to us and presented an opportunity to partner with them on an upcoming and urgent campaign for CAC. Accurate Creative had been awarded the contract from CAC for a national campaign launching a newly developed Mental Health Hub for those in sport. To support the launch of this new Hub, a media campaign was required to spread awareness and inform the public of this new resource. As a long-term trusted media partner, Accurate brought us on to fulfill the media component of the campaign. We were thrilled to participate in an incredibly important campaign that was centred around increasing access to mental health resources in sport.
The overall campaign goal was direct and focused: to spread awareness and increase visits to the Mental Health Hub. We are proud to report that in the campaign, we generated 32M targeted impressions across all personas and over 95,000 visits to the Hub.
MPL collaborated with Accurate Creative to form a strategy that would best serve the messaging for this campaign and resonate with the core audiences. A diverse mix of video assets and display banners were developed in order to test and optimize performance across the various platforms. Throughout the campaign, as key performers were identified, we adjusted the creative accordingly to optimize the campaign and budget.
For one of our core audiences, we needed to reach Canadians within remote communities, where access to high-speed internet is not readily available. To achieve and further optimize our clients objective of targeting remote regions in Canada with minimal access to the internet, we turned to our trusted partners at M&K Media. They led the traditional media component of the campaign, building out the recommendations and executing the traditional media plan and ongoing management. In the research stage of this campaign, insights were uncovered that these remote communities tend to have a greater trust in traditional media formats, so the inclusion of traditional media would likely have a positive impact on earning trust within the communities.
CAC had a restrictive timeline to leverage their funding, it was imperative that the partners were strategic and collaborative in their approach to explore what opportunities would provide CAC with the greatest results while also falling within the constraints of a limited budget and timeline.
The Partner Network responsible for the execution of the CAC campaign is composed of the following:
Strategy
Our approach began with a full review of the audience research, provided by Accurate Creative, by our strategy team. Once we established a deep understanding of the objectives of the campaign, a plan was developed that consisted of a multi-platform approach including: TikTok, Twitter, Facebook, Instagram, LinkedIn, and programmatic display.
Once all project stakeholders were updated on the overall strategy, we built a campaign-specific team that would be in place to meet the ambitious timeline of this launch, drawing on our internal expertise and ensuring there would be ongoing alignment and communication between our team, Accurate’s team, and CAC’s team. To support this, we established weekly touchpoints with a pre-set reporting structure that worked for all teams.
In partnership with the entire project team, six coaching personas were established. These personas were a key foundational building block that allowed us to tailor a multi-channel media plan to help achieve CAC’s objective of spreading awareness and increasing visits to the new Hub. The personas included:
It was also understood by the project team that there was a large amount of overlap between these personas.
Shortly before the campaign launch date, CAC came to us with a last-minute pivot that allowed us to highlight our team’s ability to be responsive and adapt quickly to rapidly changing client needs. Along with a digital component to their media buy, CAC had identified the need for a traditional media element of the campaign to reach remote communities in Canada where access to high-speed internet is limited. To deliver on this new request, MPL reached out to one of our most trusted traditional media partners within our network and brought M&K Media into the project. With traditional media typically requiring longer lead times and larger spends, a creative solution was required to be able to fulfill the request to add traditional to this campaign with a very limited window of time and a strict budget.
Through a series of collaborative brainstorming sessions, M&K Media and MPL proposed a creative solution where we would develop a PSA radio spot. This approach would allow us to plan and execute the traditional element of the campaign, while staying within our client’s budget and tight timeframe.
The value add of this creative solution that was born of a collaborative partnership between experts meant that the client earned impressions well over the going rate a typical $35,000 budget allocated for a traditional media campaign would deliver. This effort continues to bring additional value as more stations agree to run the spot.
In addition, recognizing the need for a meaningfully inclusive campaign approach, the campaign now included additional resources that will be available to those that don’t have quality access to the internet. Our strategy included a set of specific messaging used for the remote location persona that focused on activities like in-community workshops rather than an online Hub that would better serve this audience.
Impact
Built on a foundation of regular and open communication and a shared goal to deliver the best possible results for the end client, the three teams, Accurate Creative, M&K Media, and our team at MPL, executed a plan that ultimately outperformed every target set for the campaign. While this campaign is still ongoing and, therefore final results are not yet available, we are delighted to share that we have met all pre-set targets while outperforming the majority of all targets set.
The campaign outperformed the impressions and CPM targets for DSP, Facebook, Instagram, Twitter, and TikTok. We also continue to learn from the results and adapt in real time. For example, programmatic display outperformed all channels with the highest number of impressions delivered at more than 14M with a CPM of $0.88 (targets were set at 1.7M with a CPM of $7.50).
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Impressions Delivered
Conversions Delivered
CREA
REALTOR.ca is Canada’s most popular real estate platform. With over 25 million monthly users, it is also one of the most highly trafficked websites in the country. The Canadian Real Estate Association (CREA) recognized that expectations of millennial homebuyers and advancements in technology are driving rapid changes in the real estate industry.
CREA’s objectives were to (1) Increase engagement in seven geographic regions over the course of the two-year campaign, (2) Increased mindshare amongst first-time homebuyers and prospective first-time homebuyers (renters), and (3) Evolve their product strategy and creative positioning for REALTOR.ca.
We began by identifying and researching key personas and their journeys through the home buying and selling process. From the insights gathered, we produced 5 detailed user personas: first time homebuyer, repeat home buyer, international investor, residential investor, and REALTOR®. We mapped each persona’s user journey, identifying gaps, pain points, and opportunities for product improvement. Based on the user journey maps, we were able to make informed recommendations to align REALTOR.ca with the evolving needs of its users.
Through the product strategy’s research phase, we uncovered an underlying message: there are many steps to buying your first home, finding your dream home, or identifying the right investment. This inspired the creative direction for REALTOR.ca moving forward. The new campaign, Steps, humanizes REALTOR.ca and communicates the honest reality that the home buying process is complex and often daunting.
Steps captures life's milestones, connecting them to the value of home ownership, and encourages Canadians to begin their journey with REALTOR.ca.
MPL led a phased campaign that targeted FTHBs (First Time Home Buyers) at different stages of their home buying journey. We created a campaign that would have 3 phases; (Phase 1) MPL would target users while they’re still renting, and have yet to decide to buy. We would then provide relevant resources to assist them in initiating their consideration of purchasing a home. This phase of the campaign utilized Display, and Facebook platforms. (Phase 2) MPL targeted FTHBs during their research and exploration phase to increase REALTOR.ca’s brand awareness, during this phase the goal was to have the user create an account, perform a search and/or contact a REALTOR®. Display, Google Search, and Remarketing were the platforms and strategy of choice for this Phase of the campaign. (Phase 3) MPL would target FTHBs during their active search and comparison phase, encouraging them to browse listings, perform a search, and to contact a REALTOR®. MPL utilized Google Search, and Remarketing platforms to successfully complete this final phase of the campaign.
Since launching the Steps campaign, MPL has been responsible for reimagining the product marketing of REALTOR.ca. Over the course of the campaign, MPL was able to lower the CPA (cost-per-acquisition) to $0.27. Through our innovative brand marketing we secured over 27 million impressions for our client, while delivering 892,978 conversions on REALTOR.ca.
During the 2-year campaign, Each user sent through one of our campaigns engaged with 2-3 key REALTOR.ca features;
“MPL has become a trusted partner in building a roadmap that aligns REALTOR.ca with the evolving needs of both our members and consumers.”
— Patrick Pichette, Director, Product Management, REALTOR.ca
John Mathers
Senior Vice President, Brand & Business development, OSEG (TD PLACE)
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From click to customer, we propel demand with deep, consultative integrations with our client’s marketing and sales tech stacks, and a drive to understand the people buying their products and services.
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It’s not about “will this work?”. It’s about when this will work. Our clients commit more than $1 million per year to digital advertising. Engagements begin with a critical assessment of your current performance, the development of an initial launch plan, and several months of modelling and testing before you'll be ready for takeoff. We don't promise immediate performance, we commit to long term propulsion.
Our media planning approach is driven directly by your needs. We help with conversion rate optimization strategies, custom attribution models, and deep technical integrations within multiple areas of your business to measure results, buy the right media, manually or programmatically, and build your most optimized funnel.
Programmatic ad buying works, but not always. Why? Because the more complex your sales process is, the more customized your approach needs to be. We leverage the same suite of tools as everyone else but create conversion rate optimization strategies, custom attribution models, and deep technical integrations within multiple areas of your business to buy the right media - manually or programmatically - and build the most optimized demand funnel.
Angie Kam
Senior Marketing Manager, Xplore
