CTV’s Impact on All Paid Media Channels

4.4x Increase in Paid Search Conversions After Seeing a CTV Advertisement

KD CaseStudyHeaders

CTV’s Impact on All Paid Media Channels

CTV’s Impact on All Paid Media Channels 1920 1080 Keynes Digital

Overview

A high-end health supplement brand expressed to Keynes that they needed more visibility into how working with a full-service Connected TV advertising agency impacts their overall sales and revenue. As a Connected TV advertising client-partner for over 18 months, they saw a significant increase in New Users, New Customers, and Company Revenue. However, their newest question to unravel was on the true impact Connected TV advertising had on the entire customer journey, or better put, on other paid media channels.

Within 60 days, Keynes answered, “Would this user have come to our site without serving them an ad?” and “What is the full-funnel impact of Connected TV?”. Brace yourself for the results.

Metrics

18.81%

Increase in Paid Search Site Visitors After Seeing a CTV Advertisement

4.4x

Increase in Paid Search Conversions After Seeing a CTV Advertisement

Approach

Created Test vs Control Groups

It is crucial to have clean data for any control group test. To achieve this, Keynes Digital created global control and test groups, randomizing their target audience into an 80/20 split of consumers. We strategized to drive New-To-File customers and targeted third-party audiences based on numerous demographic and behavioral attributes. To implement a methodology beyond just showing lift compared to a general market, we placed 20% of our users we’d normally serve a Connected TV commercial into a control group.

Established the Campaign’s Confidence Level

Most platforms in the industry tend to use an 80% confidence interval and are willing to accept a 20% chance of error between their test and control results. However, Keynes Digital uses a one-sided t-test with a 90% confidence interval. This means we are only willing to accept a maximum of a 10% chance of error in our test and control group analysis.

Assessed Whether or Not this Brand’s Media Drove Incremental Site Visits

A Conversion Lift shows the causal impact of the consumer’s decision to take action after seeing a Connected TV commercial. For example, make a purchase, visit a webpage, or download an app. After a month of running this Connected TV advertising campaign, Keynes Digital determined the ‘lift’ – or increase – in the Conversion Rates of the test and control groups.

Conclusion

Keynes Digital found an astonishing lift and confidence level in our data. While monitoring all other paid channels, Keynes determined with 99.8% certainty that a user exposed to a Connected TV commercial and visited the site via a Paid Search link was 4.4x more likely to make a purchase than a user who only clicked on a Paid Search link. A user exposed to a Connected TV commercial and ANY paid channel was 4.3x more likely to become a customer than if they had not been exposed to a Connected TV advertisement.

This experiment proves high-quality Connected TV advertising to be a valuable staple in this advertiser’s marketing strategy today. A Connected TV commercial not only drove users to the site but also complimented all their paid media channels (Paid Search, Social, PLA’s, and SEO) and the entirety of a brand’s incremental lift.

CTV Guides

Recent Posts

Set Yourself Up for Q4 Success: Insights and Strategies from Keynes Digital

Set Yourself Up for Q4 Success: Insights and Strategies from Keynes Digital

Read More
Are you ready for the Games to begin?

Are you ready for the Games to begin?

Read More
Keynes Digital Named to Inc.’s Annual Best Workplaces List

Keynes Digital Named to Inc.’s Annual Best Workplaces List

Read More
Want to Benefit From CTV Advertising?

Want to Benefit From CTV Advertising?

Read More
Channel Challengers: Viewers vs Networks

Channel Challengers: Viewers vs Networks

Read More
Channeling Success: Mastering Ad Tracking on Streaming TV

Channeling Success: Mastering Ad Tracking on Streaming TV

Read More
Super Bowl LVIII Ads Steal the Spotlight

Super Bowl LVIII Ads Steal the Spotlight

Read More
Is Google’s Cookie Deprecation Eating at You? There are Sweeter Treats Ahead.

Is Google’s Cookie Deprecation Eating at You? There are Sweeter Treats Ahead.

Read More
Decisioned Media, A CTV Buying Dream

Decisioned Media, A CTV Buying Dream

Read More
Get out of line and get into Connected TV

Get out of line and get into Connected TV

Read More
Black Friday V Cyber Monday: The Results Are In

Black Friday V Cyber Monday: The Results Are In

Read More
Keynes Digital Spotted on Inc. 5000 Red Carpet

Keynes Digital Spotted on Inc. 5000 Red Carpet

Read More
Keynes Digital & Dstillery’s Partnership

Keynes Digital & Dstillery’s Partnership

Read More
Keynes Digital is listed in Inc 5000

Keynes Digital is listed in Inc 5000

Read More
The Current’s Hot Seat with Keynes Digital CEO Dan Larkman

The Current’s Hot Seat with Keynes Digital CEO Dan Larkman

Read More
How a Richard Branson Comment Motivated a Connected TV Pioneer

How a Richard Branson Comment Motivated a Connected TV Pioneer

Read More
International Women’s Day Theme is “DigitALL”

International Women’s Day Theme is “DigitALL”

Read More
Connected TV: Audience Targeting vs Content Targeting

Connected TV: Audience Targeting vs Content Targeting

Read More
CTV Breaks Records for 2022’s Black Friday & Cyber Monday

CTV Breaks Records for 2022’s Black Friday & Cyber Monday

Read More
Wellness in the Workplace

Wellness in the Workplace

Read More
Is Netflix Shifting to Ad-Supported TV?

Is Netflix Shifting to Ad-Supported TV?

Read More
And 2021s CTV winner goes to… The viewers!

And 2021s CTV winner goes to… The viewers!

Read More
Connected TV’s Impact on Paid Media Channels

Connected TV’s Impact on Paid Media Channels

Read More
“Digital Champions” with Dan Larkman

“Digital Champions” with Dan Larkman

Read More
TV Advertising in Streaming Services

TV Advertising in Streaming Services

Read More
Programmatic Digest & Dan Larkman

Programmatic Digest & Dan Larkman

Read More
Q2’20 Cord-Cutters vs Q2’21 Stackers

Q2’20 Cord-Cutters vs Q2’21 Stackers

Read More
Traditional Ad Agencies in a Digital World

Traditional Ad Agencies in a Digital World

Read More
Digital TV Terminology Cheat Sheet

Digital TV Terminology Cheat Sheet

Read More
Cross Device : Newest Attribution QA : Keynes Digital

Cross Device : Newest Attribution QA : Keynes Digital

Read More
In-Store Consumer Trends During COVID

In-Store Consumer Trends During COVID

Read More
IAB’s Data Transparency on Marketers

IAB’s Data Transparency on Marketers

Read More
5 Reasons to Switch to Keynes Digital

5 Reasons to Switch to Keynes Digital

Read More
What Impact Will iOS14 Have on Digital Advertising?

What Impact Will iOS14 Have on Digital Advertising?

Read More
Who is 2020s Clear Cut Winner?

Who is 2020s Clear Cut Winner?

Read More
Keynes’ Reporting UI

Keynes’ Reporting UI

Read More
Read More