Reason for the campaign
We had the opportunity to run a short test campaign for Dirk de Wit Mode using the E-paper Interstitial. The campaign focused on visibility in North Holland and on driving additional traffic to the website, using the spring collection as the central theme. The challenge lay in combining reach with action. Dirk de Wit Mode wanted to establish a recognizable local presence without making the campaign too broad. At the same time, the campaign had to generate enough traffic to draw attention to the online collection.
Approach
That’s why we opted for an interstitial: an eye-catching format with high visibility within Mediahuis’s digital regional publications. In the execution, the emphasis was on a short, focused 9-day test period, so that the results in terms of traffic and reach would become apparent quickly.
The campaign was launched in the West region and appeared in the Noordhollands Dagblad, Haarlems Dagblad, and IJmuider Courant. This media selection was tailored to the regional target audience that Dirk de Wit Mode wanted to reach.
Result
127 K
5672
4,45 %
The campaign generated a total of 127,329 impressions and 5,672 clicks, resulting in a CTR of 4.45%. This demonstrated that the interstitial format not only provided visibility but also generated tangible traffic to the website.
Noordhollands Dagblad was the top publisher in the campaign, with 110,028 impressions, 4,971 clicks, and a CTR of 4.52%. At the device level, the CTR was 5.07% on tablets and 4.05% on smartphones, confirming that the campaign performed well across the target audience’s mobile and tablet usage.
