Channeling success by amplifying sales

Overcoming the holiday slump and increased competition

Midland, an industry leader in radio communication technology, traditionally saw slower sales during the peak holiday months of November and December. The company was actively seeking ways to revitalize its search performance, which had been on a downward trajectory. Competing brands were investing heavily in advertising and securing a substantial share of voice in the market. Midland had experimented with a small DSP (Demand Side Platform) budget in the past but had not committed to a larger strategy.

An innovative strategy to capture attention during the holidays

Recognizing the opportunity to stand out in a crowded holiday market, we recommended that Midland test Streaming TV (STV) video ads. STV ads, with their engaging visuals and audio, offer a compelling way to capture audience attention. By taking full ownership of the campaign, we were able to leverage our strong relationships and collaborate closely with Amazon for seamless execution.

In addition to STV, it was recommended that Midland utilize DSP retargeting campaigns to further amplify brand awareness and drive sales. The goal was to reach potential customers who had previously interacted with Midland’s brand but had not yet converted, providing a strategic push to drive additional conversions during a typically lower-selling period.