Seedtag: A data-driven approach to brand growth for a leader in contextual advertising

Seedtag is a global leader in contextual advertising, serving clients across North America, South America, and Europe. With increasing competition in digital marketing, the company wanted to better understand how its brand and product attributes were being perceived in different European markets. The company sought to assess the effectiveness of its marketing strategies and identify opportunities to refine its brand positioning.

“By embracing a data-driven strategy, we are now equipped to optimize our marketing efforts and deepen customer engagement throughout Europe. This project has not only enhanced our European market strategy but also provided a framework for evolving our global brand health tracking program.” – Jordi Capdevila, VP of Marketing at Seedtag

Objective

Seedtag sought to strengthen its market position and improve penetration across key European markets by:

• Gaining insights into its brand perception relative to competitors
• Assessing how marketing efforts influenced brand awareness, favorability, and differentiation
• Leveraging data-driven insights to refine brand strategy and deepen customer engagement

Solution

Seedtag partnered with Phronesis to conduct primary research across six key European markets—the UK, Germany, France, the Netherlands, Italy, and Spain. The structured, multi-phase research approach included:

Desk research - Extensive secondary research was conducted to analyze market nuances and the competitive landscape of contextual advertising in each region, informing survey design and hypothesis development

• Survey design - Phronesis designed a high-impact, audience-specific survey leveraging its expertise in brand diagnostics
• Brand insights & competitive benchmarking - Key brand performance metrics were benchmarked against competitors, and insights were linked to customer experience indicators to provide actionable recommendations
  

Impact

The project delivered clear, data-driven insights, enabling Seedtag to benchmark its brand performance, optimize its marketing strategy, and refine brand messaging to enhance customer engagement.

The research findings enabled Seedtag to:

• Develop targeted strategies for each market – by understanding the different customer perceptions and priorities in each of the six countries, Seedtag was able to tailor their messaging in response to local nuances
• Drive brand metrics – Seedtag revamped its success stories and awards initiatives to strengthen brand favorability in Europe
• Scale insights - The European study served as a baseline for overhauling its US brand health tracker program

By leveraging Phronesis’ expertise, Seedtag now operates a streamlined, data-driven brand tracking system, enabling more effective decision-making and stronger market positioning across its key regions.

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