With OTT/CTV advertising continuing to grow by leaps and bounds, many advertisers are utilizing this powerful medium to drive brand awareness. This strategy makes even more sense in light of the fact that OTT/CTV advertising is expected to grow to $5 billion in 2020, a 31% increase from the year before (AdExchanger).
With that in mind, a large furniture retailer was recently looking to leverage OTT/CTV advertising to grow awareness in the Atlanta DMA. Having partnered with Simpli.fi for two years while managing programmatic in-house, they decided to use behavioral targeting with OTT/CTV advertising to reach users who are viewing content on large screens.
Check out the full case study below to see how Simpli.fi’s OTT/CTV audience targeting solution, keyword search and contextual search retargeting tactics, and granular reporting helped this retailer exceed their goal and increase web visits and foot traffic.
DRIVING BRAND AWARENESS
Many advertisers are seeking to drive brand awareness using OTT/CTV advertising. In fact, yearly spending on OTT/CTV advertising is expected to grow to $5 billion in 2020, a 31% increase from the year before (AdExchanger). A large furniture retailer recently looked to leverage OTT/CTV advertising to grow awareness in the Atlanta DMA. The advertiser set out to use their existing linear TV assets to more effectively reach their target audience and extend their delivery in the Atlanta market. Having partnered with Simpli.fi for two years while managing programmatic in-house, they decided to use behavioral targeting with OTT/CTV advertising to reach users who are viewing content on large screens.
The primary performance goal of the campaign was to achieve a Video Completion Rate (VCR) of at least 90% over four weeks. With a focus on the Atlanta market, the brand also wanted to grow brand awareness, increase website visits, and ultimately drive foot traffic and sales at their 10 stores in the area. The retailer partnered directly with Simpli.fi to utilize unstructured data to effectively deliver ads to relevant users actively searching and reading about furniture in that region.
REACHING A LOCAL AUDIENCE ON THE LARGE SCREEN
The retailer worked directly with Simpli.fi to develop a comprehensive strategy to reach a relevant local audience of Atlanta area residents in the market for furniture. Utilizing Simpli.fi’s behavioral OTT/CTV audience targeting solution, the retailer targeted users on the big screen in their living room with video ads based on their online search behavior at a fraction of the cost of linear TV ads.
Simpli.fi’s cross-device matching enabled the advertiser to target users on OTT/CTV devices based on the keywords they searched for and the content they viewed on their phones, tablets, and desktops. The campaign deployed :30 video ads to reach users consuming immersive streaming content, exclusively on large screens.
ONLINE TACTICS AND OPTIMIZATIONS
With Simpli.fi’s keyword search and contextual search retargeting tactics, the advertiser was able to reach users who were searching for and reading about home furniture and related topics. The campaign was initially built with 5,500+ keywords. The top performing keywords were as expected for a furniture retailer, including “furniture shops,” “rugs,” “tables,” “sofa,” and “bed sheets”. However, granular reporting showed strong results from more niche keywords such as “relocation,” “movers,” “term storage,” and “pouf”. Throughout the campaign, Simpli.fi closely monitored the keywords and optimized as needed based on data-driven analytics.
TRACKING STRONG CAMPAIGN RESULTS
The four-week OTT/CTV campaign achieved a 92.9% VCR, exceeding the advertiser’s goal of 90%. Additionally, the brand reported increases in web visits and foot traffic at the Atlanta-area stores.
Simpli.fi regularly provided granular reporting throughout the campaign duration, including performance at the keyword and domain level, and detailed video interaction reporting. For example, the campaign experienced a pause rate of 0.5%, lower than the average for OTT/CTV campaigns. The advertiser was excited to be able to quantify these results more granularly and accurately than a traditional linear TV campaign.
Interested in using OTT/CTV targeting for your next campaign?
Get in touch at firstname.lastname@example.org or contact your Simpli.fi representative.