New Product Introduction With Retargeting and Competitive Conquest via Google DV360

Client Overview

Cradlepoint, a subsidiary of Ericsson, provides cloud-managed wireless WAN (WWAN) networking solutions for enterprise and public sector organizations. The company’s NetCloud platform delivers LTE and 5G connectivity that replaces or augments fixed-line infrastructure across distributed sites, vehicles, and IoT deployments. With thousands of enterprise customers relying on its routers and adapters, Cradlepoint set out to accelerate adoption of its next-generation 5G product line among two distinct audiences: existing customers on legacy packages and prospects currently using competitor solutions.

Campaign Objective

Cradlepoint launched a new 5G-optimized router and expanded NetCloud service tier in Q3 2025. The campaign aimed to drive product awareness and qualified engagement among existing customers eligible for an upgrade path from their current 4G LTE packages. Retargeting played a central role in this effort, re-engaging users who had visited product pages or interacted with Cradlepoint’s technical documentation without converting.

A parallel workstream targeted IT Decision-Makers and Network Engineers at organizations using competing WWAN solutions from vendors such as Sierra Wireless, Digi International, and Peplink. This competitive conquest track aimed to shift brand preference by positioning Cradlepoint’s 5G offering as a performance and management upgrade over rival platforms. Consistent exposure to product comparison content and third-party validation would build familiarity, planting the seeds for future evaluation cycles.

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Audience & Targeting

Two distinct audience tracks operated in parallel. The upgrade retargeting segment drew from Cradlepoint’s CRM records, isolating accounts running legacy 4G LTE hardware with contracts approaching renewal within the next 12 months. First-party website behavior data layered on top, flagging users who had visited the 5G product pages or downloaded comparison datasheets. This combination created a high-intent audience already signaling interest in newer hardware.

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Platform & Channels

Media ran on a curated allowlist of enterprise tech and networking publications, with contextual targeting focused on topics like 5G adoption, SD-WAN, and distributed networks. DV360 synced with CRM data to deliver sequential messaging to known contacts based on their evaluation stage. The conquest audience received frequency-capped delivery across broader IT publications, maintaining steady visibility over a 90-day period.

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Creative and Formats

Creative assets differed by audience track. The upgrade segment received messaging centered on performance gains: speed benchmarks, total cost of ownership reductions, and seamless migration paths from existing Cradlepoint hardware. Calls to action directed users to a dedicated upgrade landing page featuring a trade-in calculator and live chat with a solutions engineer.

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Geo-Focus

The campaign ran across four priority markets: the United States, the United Kingdom, Germany, and Australia. Market selection reflected Cradlepoint’s strongest commercial presence and the highest density of enterprise accounts with active renewal windows. Germany and Australia represented expansion opportunities where competitor displacement carried the greatest revenue potential.