Case Study - Sail Outdoors
Six figures in net savings by shifting direct buys to a PMP-first approach.
About the company
Sail is one of Canada’s leading outdoor retailers, offering hunting, fishing, camping and outdoor gear in stores across Ontario, Quebec and online.
The Assignment
Sail had been buying premium media inventory through direct deals with publishers. The placements delivered, but rate-card pricing left little room for efficiency. Sail engaged BK to find out whether the same audiences could be reached for less.
The Approach
Rather than shifting budget to new, unproven placements, BK bought the same inventory Sail was already booking directly. It did this through private marketplace (PMP) deals, which kept the same premium, brand-safe environments while unlocking programmatic pricing and flexibility.
The Payoff
By shifting from direct deals to PMPs, BK lowered Sail’s CPM by 26% on the same inventory. Even after BK fees, Sail generated six-figure efficiencies in added media value.
Platform Used
- Display & Video 360
- Campaign Manager 360
CPM
Ce-ci et ce-là