%
Incremental Website Visits
%
Reduction in Cost Per Landing Page View
In today’s cord-cutting climate, retailers face the challenge of reaching target audiences effectively. A leading retailer had a history of success in linear television advertising. They recognized the need for a strategic shift to Connected TV (CTV).
Their initial forays into CTV relied on generic ad buys, which limited targeting capabilities. By partnering with Scale, they maximized their CTV investment and acquired new customers in a fragmented landscape. Additionally, the utilization of Viant’s DSP allowed them to plan, execute and measure effectively.
The Challenge
The retailer’s initial CTV marketing approach focused on broad reach with readily-available ad inventory. While this generated some brand awareness, it lacked precision. It didn’t drive significant website traffic or in-store visits. The key challenge was to develop a CTV ad strategy that leveraged their established strength in linear television advertising and seamlessly translated it to the world of CTV.
The Solution
In January 2024, we implemented a pilot program. It strategically aligned the retailer’s connected tv ad buys with top-performing linear television programming. This innovative approach targeted audiences who overlapped with viewers of high-indexing linear TV shows.
Scale’s Methodology
Target Audience Alignment
Scale used advanced targeting capabilities to identify retailer’s target audience segments and align it to top-performing linear television programs.
Campaign Measurement
We used Viant to measure the effectiveness of the aligned CTV campaign. Specifically, their Incremental Lift reporting. This method, leveraging ghost bidding, isolated the impact of the CTV campaign. We were able to attribute website visits solely to the campaign, excluding influence from other marketing efforts.
Cost Efficiency
Scale ensured that cost-per-thousand impressions (CPMs) aligned with their current linear television costs. We actively optimized the campaign for greater efficiency.
The Results
The pilot program yielded remarkable results. A staggering 98% of site visits were found to be incremental over a 60-day period following the campaign launch. This signifies that the aligned CTV strategy drove a significant number of new visitors to the retailer’s website. It exceeded expectations.
The Impact
The success of the pilot program has fundamentally reshaped the retailer’s CTV strategy. The retailer now recognizes the power of aligning CTV buys with high-indexing linear programming. They’re committed to prioritizing this approach for future campaigns. This shift reflects a deeper understanding of their target audience’s media consumption habits. That understanding allows them to bridge the gap between traditional and new media landscapes.
Furthermore, the retailer is transitioning away from generic CTV deals. They are embracing the power of Automatic Content Recognition (ACR) and network deals. This allows for more granular audience targeting. It ensures that their high-quality creatives, which are rotated to prevent ad fatigue, reach the most receptive viewers.
Conclusion
This innovative CTV targeting strategy, anchored in the retailer’s established linear television expertise, has yielded impressive results. By utilizing audience insights and aligning CTV buys with top-performing linear programming, the retailer significantly increased incremental website visits. Using Viant’s DSP allowed us to measure and report effectively, thus proving out and optimizing the concept.
This case study serves as a blueprint for retailers and other brands seeking to optimize their CTV spend and leverage the power of targeted advertising in a rapidly evolving media landscape.
Contact Us
We’d love to talk and understand your business.