Programmatic Case Study

Luxury Handbag & Accessory Brand Profitably Acquires New Customers Using CTV

Results Achieved

Overall CTV ROAS

0 +:1

New Customer Acquisition ROAS

0 +:1

Incremental Revenue over Test Period

$ 0 k

With the right targeting strategy paired with compelling creative, a programmatic campaign can be the most cost-efficient strategy to drive new shoppers to your website. When you have programmatic capabilities beyond standard demographic, geographic, and interest-based targeting, your brand has the opportunity to reach and convert new, high-value, and relevant shoppers.

The Situation

A well-known, American, luxury handbag and accessory brand was looking to acquire new customers at an efficient ROAS using connected TV. While connected TV (CTV) is a top channel for increasing brand awareness, successfully driving revenue at an efficient ROAS can be tough for even the most experienced media buyers. This brand turned to our programmatic experts to execute a three-month connected TV test where success would be measured by direct return in revenue.

Opportunity Identified

With the limitations and reputation of advertising with CTV in mind, the ROI team developed a strategy that would balance new customer acquisition and customer retention efforts while delivering efficient revenue performance in both areas. Working with our team, this luxury brand only had to place one media buy and our programmatic experts handled the rest, developing a complex targeting strategy and placing their brand on numerous popular streaming networks like HGTV, Peacock and more.

ROI in Action

Our programmatic team’s initial goal was to clear a ROAS of 6:1 as measured in the brand’s own instance of GA4. To do this, they strategically built a collection of campaigns. Some retargeted website visitors as many brands do with CTV, and others targeted new third-party data segments of viewers that were currently in the market for luxury handbags & apparel. This combined approach would meet ROAS expectations while also heavily focus on new customer acquisition as the brand stated was their initial goal.

Results

By the end of the three-month test flight, the ROI team was not only successful in achieving their overall goal of a 6:1 ROAS, but they surpassed it with an all-in metric of over 7:1.

The major wins were revealed when the team dug into the brand’s prospecting campaign’s incrementality reporting. Over the course of the campaigns, the reporting showed between 76.5% and 89% of all revenue from prospecting was fully incremental. This yielded an in-platform incremental ROAS range of 3.12-3.96 for acquiring net new customers.

The above results of the three-month CTV test coupled with our experts’ insights around untapped reach in the targeted audiences, indicate that our team could confidently continue to scale spend on this traditionally upper funnel channel while increasing the brand’s bottom line and driving significant incremental revenue.

Programmatic Advertising Case Study Recap

An American luxury handbag and accessory brand wanted to test using connected TV advertising to acquire new customers at an efficient ROAS. The ROI team implemented calculated prospecting and retargeting strategies to realize and surpass the brand’s ROAS goals with CTV. The team also pulled insights from the test highlighting how the brand can scale their customer acquisition success on this programmatic channel going forward. Over the period of the three-month test, the luxury handbag and accessory brand saw the following wins: