Job search brand drove 74% of web traffic with precision targeting

Enhancing market share and user engagement with strategic audience targeting

In a highly competitive job search market, a Québec-based platform set out to grow its market share by targeting high-intent job seekers. With the help of Bell Media’s advanced tools, the brand launched a campaign that delivered strong brand lift and real business outcomes.

Reaching the right audience

Using Bell Audience Manager, the brand built a custom audience of individuals who had recently visited job search websites. This behaviour-based segment ensured that impressions would reach viewers most likely to engage and convert.

Capturing market share through precise activation

The campaign was activated using SAM (Strategic Audience Management), targeting the job-seeking segment across premium linear TV channels. The results, measured by YouGov using exposed vs. control methodology, were notable:

• 41% ad recall (above YouGov average)
• 1.8x higher likelihood to recommend and 2.2x improved consideration  
• 69% had an improved opinion of the brand  
• 63% said the service stands out for the quality of its offerings

Validating the data-driven strategy

Bell Attribution Insights confirmed that the strategy moved perceptions and drove real web engagement:

• 73.9% of the platform’s web traffic came from households exposed to the campaign
• Exposed users visited the site at a rate 14.9% higher than those unexposed
• 71.2% of Montréal households were exposed at least once
• The campaign achieved a strategic audience index of 128, validating both delivery and alignment

Conclusion

Backed by Bell First Party Data, SAM, and Attribution Insights, this job search platform successfully increased website traffic, grew market share, and brand engagement. In a saturated category, the ability to target the right audience at scale, and prove impact, set them apart.

Source: Bell First Party Data/Bell Attribution Insights and YouGov Canada Brand Lift Study conducted in partnership with Bell Media. Results based on exposed vs. control group methodology.