Advertisers & Agencies

Background

RadioShack is one of the nation’s most trusted consumer electronics specialty retailers and a growing provider of business-to-business retail support services. Carat Fusion, an independent media agency, executes RadioShack’s online media buying and planning. Carat Fusion has partnered with Undertone Networks on a number of campaigns for RadioShack including its Father’s Day campaign that promoted SIRIUS satellite radio.

Objectives

Develop an online marketing program to drive consumers to the RadioShack SIRIUS landing page.

Generate online and in-store sales.

Encourage store locator and shopping cart visits.

Drive qualified consumers into stores.

Strategy
Undertone’s behavioral targeting technology helped increase the campaign’s efficiency by ensuring RadioShack’s ads were served to consumers who had previously shown interest in RadioShack. RadioShack’s ads followed interested consumers throughout the Undertone network.

Undertone used channel targeting to reach RadioShack’s intended audience. To reach consumers that were interested in purchasing satellite radio as a gift, Undertone focused the campaign on Father’s Day and Gift Giving areas on parenting, family, travel, entertainment, cooking, music and shopping websites.

Undertone evaluated historical data from previous campaigns to determine which days of the week and times of day had been most profitable for RadioShack in the past and concentrated the campaign’s delivery during those periods.

Client: Radioshack
Agency: Carat Fusion

Results

The behaviorally targeted impressions generated a click-through rate that was more than 10 times higher than previous campaigns.

Undertone helped RadioShack connect with in-market consumers and increase website traffic and sales at the RadioShack SIRIUS landing page.

"Undertone’s behavioral targeting technology was critical to the success of our client’s campaign. By including Undertone on this plan, we outperformed our targeted conversion metrics and ensured our online marketing efforts were driving traffic to our client’s website. Once again, Undertone has exceeded our expectations.”

Melissa Romig
Media Supervisor
Carat Fusion