SCTI Online Offline Integration | 2010 IAB Awards Winner

Posted by IAB Australia On July 23, 2010 Research & Resources


2010 IAB Awards | Search Marketing Winner

SCTI Online Offline Integration
Agency: Experian Hitwise
Client: Southern Cross Travel Insurance

Fundamental research of search marketing habits was undertaken before developing this highly integrated television commercial and pay-per-click (PPC) campaign for Southern Cross Travel Insurance (SCTI). To maximise results, the PPC campaign schedule was staggered after the television commercial aired when online traffic and search was at its highest.

This campaign generated a 53% growth in market share for SCTI and a 200% return on investment from increasing the keyword bidding costs and ad positioning during the period supported by the television campaign.


IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.