The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
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The success of AAFES’ online efforts in dollars and cents is just part of the story. The mission of the organization, in both the real and virtual worlds, is to support America’s soldiers, and give them access to the goods and services that many people take for granted. The Internet is an effective way of meeting this goal. “We serve customers in over 25 nations. Some are convenient to PXs, and some are stationed remotely, such as in the Balkans or Greenland,” Gordon says. “We’re very proud to say that we’re wherever they are in the world.”
Karen Kroll is a Minnesota-based freelance business writer.