Published by olivia.wright@dontpanicprojects.com
Published Date 31.01.2024 
Fluid Ads provide the ultimate solution for digital advertising. With dazzling designs that utilise savvy strategies, both our Managed Service and Self-Serve options help our clients to meet their objectives, whilst also making budgets go further. We are already trusted by many different companies across a multitude of industries.
The campaign we worked on with Satellogic was very niche in nature and had very specific requirements.
The digital display strategy was to drive awareness, consideration and action for a niche target audience within the satellite technology space. Combining precision targeting techniques such as geofencing and contextual keywords to find exactly the right prospects online, the campaign achieved unprecedented clickthrough rates (CTR) of between 2.15% and 3.6%, leading to new deals for the client.
Satellogic is a leader in high-resolution Earth Observation data collection, providing satellite solutions and data services to tackle some of the world’s toughest challenges such as food supply, energy, forestry and environmental monitoring.
With more than a decade of experience in space, Satellogic wanted to find new ways of getting in front of their niche target audiences. They wanted to promote their Space Systems offering, whereby organisations can acquire a Satellogic satellite, delivered in orbit.
As with any very niche B2B and B2G audience, the key challenge was online discoverability. Satellogic wanted their brand offering in front of their ideal customer without a lot of wasted ad spend. Due to the specialist nature of the target audience, there wasn’t a lot of 3rd party data available to use, so Satellogic needed the ability to find more prospects that may, or crucially may not, be actively searching for satellite imagery.
Fluid Ads devised a digital advertising campaign to drive ‘first-touch’ marketing, bringing prospects into Satellogic’s sphere of influence, and then engaging them down the customer journey funnel.
We began with a geofencing campaign that targeted a number of Satellogic’s key prospects by location in their place of work. By serving customised display ads, we caught the user’s attention with a visual demonstration of the tech and the type of images that can be captured, promoting Satellogic’s key benefits. To ensure the ads were only shown to the decision makers, the campaign was refined by overlaying job titles, so not only were we targeting the relevant business geographically, we were getting the ad in front of the right person – the C-level staff.
In total, 24 geofences were set up across the world, targeting relevant organisations. This covered the passive part of Satellogic’s prospect targeting, driving brand awareness with the right seniority level in the right location, where potential prospects weren’t necessarily actively researching Satellogic.
To support brand awareness, we also built a tailored contextual display campaign. This covered the audience who were already aware of satellite services and who were researching in this space. It would also reinforce Satellogic’s messaging to those users exposed to the brand awareness campaign who were now researching satellite services online. By serving display adverts within contextual placements, this enabled us to showcase Satellogic to exactly the right prospect at the right time.
We worked with the client to build a bespoke list of related keywords that were likely to be present in articles read by their potential audience. This was then overlaid with key demographics, for example salary banding, further refining the targeting.
The advert creatives promoted the key benefits and accessibility of Satellogic’s services, including the price point and rapid deployment.
The digital strategy was then further supported with a retargeting campaign, providing those prospects who had visited the Satellogic website with a repeat opportunity to engage with Satellogic content.
The overarching focus was on quality over quantity. Applying precision targeting and layering digital filters allowed us to build a custom audience that was highly qualified for our client.
Result
By layering tactics, this advertising campaign achieved the objectives of reach and engagement.
Homing in on the niche audiences actively researching the satellite technology industry, we achieved unparalleled clickthrough rates, delivering ideal prospects into the sales pipeline. The contextual insertions achieved an average display clickthrough rate of 2.15%, which is over 1000% higher than the industry average for a contextual digital display campaign.
Some individual keywords hit a CTR of over 3.6%, and we also saw high CTRs in key countries. This exposure has resulted in deal uplift for Satellogic.
Testimonial
George Dann, CEO of Fluid Ads, said: “Digital display advertising is not easy. At Fluid Ads we have our own proprietary technology that’s built with an abundance of clever strategies, and our outstanding team use it to deliver exceptional ad campaigns. But this takes a great deal of expertise and constant tracking. And it gets even harder when you want to target really niche audiences with a very specific offering.
“The incredible results we achieved working with Satellogic was a testament to the hard work, focus and teamwork that continues to be applied as we strive on to get more and more results for the client.
“Having this fantastic yet unusual project recognised by the UK Digital Excellence Awards means so much to us and Satellogic. Not only does it demonstrate the brilliant results that are possible if you apply the right strategy with the right creative, but it showcases how diverse digital advertising can be. It’s not just for the big retailers. Any business can thrive from it.
“We’d like to thank the UK Digital Excellence Awards for shortlisting us. We already feel like winners.”
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