Best Regional Online Ad

In this campaign, National Grid was looking to spread awareness of its services and expertise in the natural gas and electricity industries. As a company that serves customers across a wide area, it needed to be able to accurately and easily tailor their messaging to users in each location, while receiving metrics on how users reacted when exposed to the ad. Infillion was an ideal partner for National Grid, because it can seamlessly deploy different creative based on the user’s geolocation – so that when users click, they receive the correct information for where they are based. Furthermore, every interaction is tracked for metrics purposes. Infillion adapted National Grid’s creative assets for a CTV ad format called Foundation Carousel, in which users can navigate through each brand benefit, accompanied by a custom CTA (a QR code in this case, which users could scan with their phones). The campaign consisted of two different versions with slightly different creative, one running across the greater New York area and the other running in Massachusetts. Both versions performed well, with users making 2.9 average interactions across both units, and spending an average of 52 seconds in the Massachusetts version and 50 seconds in the New York version (compared to a 30-second minimum), and 95% bVCR in Massachusetts/94% seconds bVCR in New York. QR codes were scanned at a rate of 1.1% in Massachusetts and 1.2% in New York – both above industry averages, an area where Infillion’s technology excels.

Contributors:

INFILLION

Location: United States