For Simpli.fi’s advertising partners, we’re always looking for ways to increase performance together. Recently, a CPG brand sought to increase consumer engagement with a larger online presence. To do so, we jointly created a strategic plan that led to a 35% increase in display CTR and a 23% increase in reach year-over-year.
INCREASING CONSUMER ENGAGEMENT FOR A CPG BRAND THROUGH VIDEO & DISPLAY ADVERTISING
After executing a successful display campaign in 2021, a national Consumer Packaged Goods (CPG) brand specializing in seasonings turned to their advertising agency and Simpli.fi again in 2022 to design a new, blended programmatic strategy. The advertiser wanted to build on the previous year’s success and maximize their overall performance with improved click metrics, increased reach, and strong viewability. By incorporating video ads into its advertising mix alongside Simpli.fi’s precise targeting, the brand attained strong video completion rates, increased user engagement, and improved CTR year-over-year (YOY).
HOW THE CPG BRAND MAXIMIZED OVERALL REACH BY USING A BLENDED CREATIVE STRATEGY
During the 2021 display campaign, the brand used a combination of Simpli.fi’s proprietary targeting tactics as well as third-party audience segments to reach their ideal customers. With Keyword Search Retargeting, they serve ads to users who were actively searching for and reading about relevant terms such as best meal prep, baking pans, and seasonings within the last 30 days. Additionally, they tapped into Site Retargeting to re-engage users who previously visited their website. Finally, they leveraged a third-party audience segment of known shoppers and product enthusiasts in order to maximize reach.
Over a three-month period, the campaign reached more than 5.5 million unique users with a 4.69 average frequency and a CTR of .20% (verified by a third-party attribution partner). The following year, Simpli.fi worked with the advertiser to expand their reach into new audiences, increase campaign performance, and optimize results by adding 15-second video and CTV ads alongside their usual display creatives.
The team implemented the same targeting solutions from the previous year for their display, online video, and CTV campaigns. With Simpli.fi’s cross-device matching capabilities, the advertiser could serve ads on large-screen CTV devices based on the user’s online behavior across all of their other devices, as well as attribute conversions across device types.
ASSESSING OVERALL PERFORMANCE WITH THE INCORPORATION OF VIDEO & CTV ADVERTISING
The brand experienced improved year-over-year results after adding video and CTV into its advertising mix. The video campaign increased the overall user reach by 23% from 5.5 million unique users to 6.7 million unique users and also resulted in high Video Completion Rates (VCR) of 75.74% for online video and 98.02% for CTV. Additionally, the display portion of the campaign not only tripled the goal of a .12% CTR, but it also saw an increase from .20% in 2021 to .27% in 2022.
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