Lighthouse Digital Media’s SmartBid Success

Lighthouse Digital Media partnered with Basis as part of its broader advertising operating system to strengthen campaign execution, improve efficiency, and scale performance across channels. Combining their strategic planning and optimization expertise with Basis’ automation and workflow capabilities, the team delivered measurable value and exceeded client expectations.

The Challenge

Lighthouse Digital Media is a full-service digital advertising partner specializing in search, social, video, programmatic, and analytics. They pair strategic planning with transparent reporting to deliver data-driven campaigns that exceed performance benchmarks, delivering measurable, repeatable results.

Lighthouse needed a unified platform to simplify multi-channel activation and billing while delivering strong click-through-rate (CTR) and video completion performance for a nine‑month financial services awareness campaign. 

They needed a solution that enabled: 

• Efficient cross‑channel activation across display and video (CTV and OLV) 
• Reliable, brand‑safe delivery 
• Minimal hands‑on support

The Solution: Basis + Lighthouse Digital Media

Lighthouse Digital Media approached this campaign by focusing on performance, operational efficiency, and brand integrity across a complex multi-channel activation. Lighthouse evaluated how to best manage campaign complexity while preserving the agility and hands-on optimization approach that differentiates its client work. 

Basis served as the technology partner that enabled the Lighthouse team to efficiently activate campaigns, manage workflows, and optimize performance across tactics and channels—freeing the team to focus on strategy, audience insights, and performance refinement rather than administrative execution. 

With a $182,000 budget and an 8-month campaign flight, Lighthouse developed and executed a cross-channel strategy that leveraged display and video tactics across multiple audience segments and targeting approaches.

1. Cross-Channel Strategy & Execution: With Basis’ one-stop shop approach, Lighthouse designed and executed a coordinated campaign approach across display and video channels, applying multiple targeting types methodologies including private marketplaces, contextual, and behavioral targeting to maximize reach and engagement.
2. Strategic Optimization with SmartBid: Lighthouse leveraged SmartBid to automatically optimize against CTR and A/V completion KPI goals while prioritizing strong brand safety standards—scaling performance throughout the campaign with minimal manual intervention.
3. Operational Efficiency & Workflow Management: Lighthouse utilized Basis’ workflow and reporting capabilities to reduce operational complexity and consolidate campaign management. Greater efficiency enabled the team to spend more time on performance analysis, client strategy, and optimization.
4. Continuous Learning & Platform Enablement: By combining Lighthouse’s expertise with ongoing access to Basis resources and platform education, the team stayed current on emerging capabilities and industry developments—strengthening long-term campaign effectiveness.

The Results

Lighthouse leveraged Basis to execute a scalable, multi-channel campaign strategy while maintaining a high level of control and optimization throughout the engagement.

Results:

• 13.8+ million total impressions delivered
• 0.17% click-through rate (0.10% above Basis’ MarketTrends benchmark)

Customer Testimonial

“Technology is most valuable when it enables smarter decision-making, not when it replaces it. Basis provides the infrastructure and efficiencies that allow our team to stay focused on what we do best: strategy, optimization, and delivering best possible results for our clients.” - Lighthouse Digital Media