Case Study: National Pet Supply Brand Drives Store Visits with OTT/CTV Advertising

04
Aug
2020
08/04/2020

ADVERTISING MULTIPLE PRODUCTS TO A CUSTOM AUDIENCE

As OTT/CTV advertising continues to grow year over year, brands are seeking ways to target audiences with more precision. A national pet supply brand wanted to reach two specific audiences with OTT/CTV and pre-roll video advertisements. Their agency recommended using Simpli.fi’s Addressable Audience Curation tool to build a custom audience of relevant households for targeting at the address-level.

The advertiser also wanted to be able to track offline conversions by measuring the number of people who were served an ad, and then visited a retail store where the brand’s products are sold. The advertiser’s objective was to promote two cat treat products to different audiences based on demographic and geographic parameters. One treat was an established product, and the brand wanted to reach a national audience. The other was a test product to be advertised in six localized markets. The campaign goals were to achieve a Video Completion Rate of 60% for pre-roll ads and 90% for OTT/CTV ads.

 

TARGETING PET OWNERS USING ADDRESSABLE OTT/CTV ADVERTISING

With Simpli.fi’s Addressable Audience Curation tool, the advertiser custom-curated two different audiences for targeting OTT/CTV devices and more at the household-level. Addressable Audience Curation allows advertisers to build a custom addressable audience in real-time based on location data and over 500 categories of household demographic, political, and economic variables within Simpli.fi’s system.

The brand wanted to create a blend of two custom audiences: (1) millennial cat owners and (2) cat owners that are women 35 or older. The national campaign targeted a mix of 70% female cat owners aged 35+ and 30% millennial cat owners. Conversely, the test product’s audience was the reverse: 70% millennials and 30% women over 35.

After the advertiser established their audiences, the Simpli.fi platform was able to target each individual address with Simpli.fi’s Addressable Geo-Fencing technology. Addressable Geo-Fencing uses GPS and plat line data (data from property tax and public land surveying information) to automatically match the physical location, shape, and size of the property for precise targeting. Using the brand’s video creative repurposed from traditional TV advertising, Simpli.fi served OTT/CTV and pre-roll ads only to the relevant households.

Simpli.fi also implemented site retargeting and keyword contextual search retargeting to reach users who were actively looking for pet food with pre-roll video ads. Site retargeting allowed the advertiser to serve ads to people who previously visited their website. Additionally, Simpli.fi targeted users who were searching for and reading about terms related to the brand’s products such as pet toys, pet treats, and catnip. Simpli.fi’s cross-device matching allowed the campaign to target users with pre-roll video ads across their devices based on their online behavior.

 

TRACKING OFFLINE SUCCESS OF OTT/CTV CAMPAIGNS

Next, the agency and the brand wanted to measure offline conversions by tracking the number of users who were served an ad and then visited a store where the brand’s products are sold. Therefore, the team drew more than 350 Conversion Zones around locations such as Wal-Marts and pet supply stores across the nation. This would allow them to measure online-to-offline conversions and attribute an ROI to the campaign.

Simpli.fi and the agency delivered strong results by reaching a custom audience at the household-level with OTT/CTV and pre-roll video ads. The month-long campaign resulted in over 35,700 in-store conversions at a low Cost Per Visit of $5.73. The Video Completion Rate (VCR) for pre-roll ads was 65%, surpassing the initial goal of 60%. Further, the OTT/CTV VCR was 97%, exceeding the goal of 90%.

Interested in building custom addressable audiences for OTT/CTV campaigns? Get in touch at
hi@simpli.fi, or contact your Simpli.fi representative.