A three-month account-based programmatic campaign that launched Dell’s new business laptop across European markets, using custom HTML5 creatives and a 95% ABM match rate in DV360 to reach decision-makers at priority accounts with zero wasted impressions.

THE CHALLENGE

Dell was preparing to launch a new business laptop across European markets and needed a campaign that reached only the accounts most likely to convert. Standard display advertising would have delivered broad visibility but at the cost of significant media waste. The requirement was precise: engage decision-makers at priority companies through personalized messaging, eliminate irrelevant impressions entirely, and produce measurable sales impact within a three-month window.

STRATEGY

The campaign was built around account-based media principles, with every element designed to eliminate waste and maximize relevance at the account level:

• Activated Dell’s ABM list through DV360, achieving a 95% match rate that placed nearly every priority company within the campaign’s targeting scope
  
  

• Developed custom HTML5 banner creatives with dynamic elements that adapted messaging based on industry vertical
  
  

• Structured the media plan to serve impressions exclusively to matched accounts, removing any spend on non-priority audiences
  
  

• Designed creative variations for distinct industry segments, pairing product specifications with sector-specific value propositions
  
  

• Aligned the three-month campaign timeline with Dell’s European sales cycle to support pipeline acceleration during the launch period
  
  

EXECUTION

The campaign ran entirely within Google DV360 over a three-month period. HTML5 banner ads served across premium European business and technology inventory, with each creative variation built for a specific industry audience. The dynamic elements within the banners allowed headline copy and product positioning to shift based on the account’s sector, giving the same ad unit different messaging for a financial services executive and a healthcare procurement lead.

The following deliverables formed the campaign’s core assets:

The ABM match rate determined the campaign’s efficiency from day one. With 95% of Dell’s priority list reachable within DV360, the campaign operated with virtually no impression leakage to non-target accounts. That precision allowed budget allocation to focus entirely on frequency and creative rotation among verified decision-makers.

KEY INSIGHT