Escola Superior de Propaganda e Marketing (ESPM) is a private university, accredited by the Ministry of Education (MEC) in 1975, based in São Paulo, Brazil. Today the institution is also present in Rio de Janeiro (accredited in 1995) and in Porto Alegre (1999). ESPM offers undergraduate and graduate degrees as well as professional development courses in the humanities and exact sciences areas.
ESPM's media objective was to increase marketing strategies reach through digital media and improve communication with the overall public, both in for first-impact and Remarketing strategies. To achieve greater efficiency in this operation, we combined platforms such as DV360, Google Analytics and DMP technology that allowed us to study ESPM's target audience and their behavior in and out of the brand's website. hese studies and impact frequency optimizations, ad placements, devices (mobile or desktop), and other Programmatic Media practices, helped us to reach more and more people with high potential for enrolling in courses.
Throughout 2022, we delivered more than 1MM impressions and 580 thousand clicks with an average CTR of 0.34% and viewability of 88%. We reached more than 10MM people in a single month! From 2021 to 2022, we increased the ESPM website hits by 185% through our programmatic media campaigns.