Connected TV sees 41% Increase in Control Group Test
Overview
A high-end health brand approached Keynes Digital looking for a performance-based channel to drive a strong Return-On-Ad-Spend (ROAS) for their brand relaunch. This brand has a veteran marketing team with experience in multiple startups to large agencies, so they’re very savvy on their target market and the audiences they wanted to test against. With a thriving subscription business and single product purchase online, Keynes was not only tasked with delivering a strong ROAS but also bringing new-to-file customers to their site. As Connected TV presents a brand with high-quality TV commercials, this was the best option for them.
After a few months of delivering a strong ROAS, we suggested optimizing towards a Cost-Per-Visit (CPV) metric for new customers. This shift allowed their Paid Search, Social, PLA’s and SEO to drive the conversion, while Connected TV drove the user to the site. The results were astonishing.
Test vs Control Metrics
25% 
Lift in Markets When Running CTV
41%
New-to-File Users
Approach
Established Test vs Control Regions
The most crucial element of any control group test is to have the cleanest data possible. This means establishing clean and comparable test geo vs control geo. We analyzed the Advertiser’s current site visitors and the population of those regions. We paired specific geos with similar population sizes, household incomes and buying behaviours. We then selected numerous areas within them, from metropolitan cities to rural regions. This gave us the full scope of where our marketing efforts had the most impact.
Built Customized Lookalike Audiences Based Off First-Party Data
By utilizing their first-party data, collected via our Universal pixel placed on the Advertiser’s site, we built unique, geo-specific Lookalike segments that aligned with each audience subset and the highest engaging buyers.
Optimized Persona Targeting in Each Region
We partnered with a leading location data provider to track and serve against the brand’s target audiences. We were confident about which audiences worked best in each region, so we built custom persona-based audiences to optimize our geo-targeting capabilities.
Conclusion
Each test audience resulted in a positive lift compared to their control audiences. Seeing up to a 41% lift in new-to-file users validated that optimizing their Connected TV budgets to a Cost-Per-Visit increased the overall site revenue, monthly subscribers, and site traffic. Connected TV is now considered a staple in their marketing efforts.
