IT Decision Makers
UK, USA, Austria, Belgium, France, Germany, Italy, Netherlands, Poland, Spain, Switzerland, Australia, New Zealand, Singapore, Hong Kong, Japan.
The campaign was targeted to IT Pro verticals such as ITPro, ChannelPro, ITProNews, ChannelPartner, CIO AND CloudPro launching from relevant content according to the Mosaic theme ( Virtual Server, VDI AND Database). These were targeted across all markets. The campaign first ran across EMEA as well as US. Following the success the same mosaics were used for the APAC region. The ad units were launched from keywords such as: Data Storage, Back-up solution, File Storage, Infrastructure efficiency, Database Application, Virtual Servers, Enterprise Storage.
Mosaic was selected due to its interactive nature and content surfacing capabilities. Bespoke tiles were created that showcased whitepapers, imagery, videos as well as incorporating their custom EMC Xtremio Twitter account. As there were three themes for the campaign, each theme had a Mosaic which had the relevant content relating to that theme (Videos, imagery, Whitepapers). The highly targeted approach at scale, helped to achieve both above average dwell and tile interaction rates.