Programmatic Case Study
$125MM+ Brand Supercharges Impressions & Clicks With Programmatic CTV
CTV prospecting and Display retargeting helped an industry-leading gifts brand reach new shoppers during the holidays.
3X
Higher Than Industry Average Click-Through Rate
TL;DR
No business is a stranger to the post-pandemic economic fluctuations. When a $125MM+ artisan special gifts brand was looking for an innovative strategy to drive awareness and sales, the programmatic experts at ROI Revolution jumped in to help. With a strategy for CTV prospecting and retargeting, the business was able to achieve the following success during a two-month period:
• 2.7 million CTV impressions
• 55.8k website clicks from prospecting & retargeting Display banners
• Click-through rates 3x higher than the industry average
Service
Programmatic Advertising
Industry
Artisan Special Gifts (B2C)
Focus
Connected TV, Display
Goal
Increase Awareness & Conversions
The Situation
Growing Awareness and Sales Through the Holiday Season
A $125MM+ brand in the artisan special gifts industry was looking to reach new audiences and drive conversions during the holiday shopping season. As an industry leader of gift items, the holiday season is an especially important time of the year for the brand.
In a time of economic uncertainty when many brands are remaining flat, this business was looking for new, strategic ways to drive increased awareness and sales.
Opportunity Identified
Turning CTV Into a Full-Funnel Channel
Connected TV (CTV) is a top channel to drive brand awareness among new customers, so the brand was specifically looking to prioritize this channel. While CTV is often thought of as a top-of-funnel play, weaving retargeting into your CTV strategy can guide users to a purchase so that it’s more of a full-funnel strategy.
With 92% of US households reachable by CTV programmatic advertising, CTV provides a key opportunity to reach a wide pool of users. With this knowledge, the ROI team developed a strategy to identify and reach target customers and empower the brand with wins that blew past their goals.
ROI in Action
CTV Prospecting Paired With Display Retargeting
The programmatic experts at ROI Revolution developed a full-funnel strategy to get the brand in front of their target audience and showcase them as the leader they are. For the top of the funnel, users were targeted with a CTV ad. To drive lower-funnel growth, if a user watched a CTV ad all the way through, they were shown a retargeting ad on their device linking to products on the brand’s website. They would later receive dynamic retargeting ads highlighting the last product they viewed on the website.
Running a CTV-only campaign is great to drive awareness, but doing so neglects the consideration and purchase stage of the funnel and bottlenecks your brand growth. Since CTV ads aren’t clickable, the ROI team was able to get interested shoppers to the brand’s website by targeting users who watched the brand’s ad all the way through.
Even on a channel that isn’t traditionally return-focused, it’s possible to highlight your brand as a leader in your space and drive revenue by having a strategic mindset to take things a step further. If you have the experience and knowledge of programmatic experts like those at ROI by your side, you can drive new users down the funnel – even with a channel that’s traditionally awareness-focused – without sacrificing return.
The Results
Results Achieved
2.7M
CTV Impressions
55.8K
Website Clicks From Display
3X
Higher Than Industry Average Click-Through Rate
To grow as a business, it’s critical to test out new ideas. ROI Revolution’s programmatic experts were able to help an industry-leading brand achieve full-funnel success with an innovative upper-funnel CTV strategy and lower-funnel Display retargeting strategy for a seamless customer journey.
Ready to make CTV work across the whole funnel? Connect with our team. Want to dive deeper? View Printable Version
Case Studies
Peter Millar
Legrand
