4.4x Increase in Paid Search Conversions After Seeing a CTV Advertisement
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
28.41%
Increase in All Paid Media Site Visitors After Seeing a CTV Advertisement
4.4x
Increase in Paid Search Conversions After Seeing a CTV Advertisement
4.3x
Increase in All Paid Media 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.
