Next, m/SIX went after native buys on contextually relevant sites. For example, a 300x600 expandable ad unit in Reuters “effectively created a full site experience without the user having to leave the site,” said Ilana Nolte, president of m/SIX. Engagement rates were seven to 10%, depending on the market.
“Using data from a planning perspective to identify those right [publisher] partners is critical,” Nolte said.
With the help of Outbrain, m/SIX switched CBRE’s targeting strategy from vertical to audience-based by suggesting content to prospects on sites they were already visiting. Now, around 90% of clicks to CBRE’s site come through these portals.
For programmatic buys, m/SIX used WPP's Xaxis trading desk to execute local ad buys and may also use the trading desk to deploy programmatic creative in 2017.
Within two years, CBRE has flipped its marketing investments on its head; the firm now spends 80% of its budget on digital. The commercial real estate purchase cycle can take years, so CBRE hasn’t yet been able to tie these executions back to business metrics. But with continual measurement and optimization, Suchman has made room for further investments in mobile and video next year.
“We’re measuring, optimizing and being very efficient,” he said. “I inherited a broken but very high-potential digital organization."