Reaching four distinct enterprise buying groups across one coordinated programme.
With DESSY's audience targeting, look-alike expansion and inventory discovery, AMD ran EPYC, Ryzen, cloud computing and components campaigns side by side - reaching data centre, cloud, commercial IT and channel audiences at scale, at a lower cost than competing vendors.
Read the resultsFour product lines. Four buying groups. One budget to make work.
EPYC speaks to data centre architects and infrastructure leads. Ryzen speaks to commercial IT and procurement. Cloud computing speaks to platform and DevOps teams evaluating instance choices. Components speaks to a different audience entirely - system builders, distributors, resellers and technical buyers specifying parts rather than signing enterprise contracts.
Running these as separate campaigns meant duplicated spend and inconsistent reach. Running them as one broad campaign meant paying to reach people who would never influence the purchase. And the components audience sits closest to the enthusiast end of the market, so it needed inventory that the enterprise product lines had no use for.
AMD needed a way to hold four audience definitions distinct while sharing inventory intelligence and learnings wherever they genuinely overlapped.
From four separate briefs to one coordinated programme.
Separate the buying groups
Build distinct seed audiences for data centre and infrastructure leads (EPYC), commercial IT and procurement (Ryzen), platform and DevOps teams (cloud), and system builders, resellers and technical specifiers (components) - so each product line addresses its own decision-maker.
Expand each without blurring the others
Apply look-alike modelling per audience, growing addressable scale while keeping the four groups from collapsing into one generic "IT professional" segment.
Discover shared and specialist inventory
Surface the tech publications, developer environments, business media, hardware and build communities each group actually uses - reusing what performs across product lines and isolating what only works for one.
Activate and optimise as one programme
Run all four live in parallel, flexing budget between them as product moments arrived, and optimising throughout on landing page engagement and click-to-visit quality rather than raw click volume.
Enterprise-scale reach across every product line. Efficiency that beat the benchmark.
Million new unique users reached
Million brand impressions delivered
otal clicks recorded
CTR
lower cost compared to other vendors and competitors
improvement across CTR, CPC and landing page visits
higher click-to-visit ratio