CTV Converts a Summer Staple to an Everyday Essential

Diversifying Audiences and Amplifying Impact through Connected TV

Untitled design 1

CTV Converts a Summer Staple to an Everyday Essential

CTV Converts a Summer Staple to an Everyday Essential 1680 945 Keynes Digital

Overview

A prominent sunglass company faced challenges with their Connected TV campaigns and partnerships in their previous experience.

Not seeing the success they had hoped for in the past, this Advertiser contemplated abandoning the channel. However, seeking a solution to build awareness outside of just their peak summer season, they decided to move forward with Keynes Digital’s team of experts to revitalize their marketing strategy and renew their faith in CTV.

Results

17%

in Transactions within 1st month of launch

69%

of CPA target

45%

in Transactions for female-focused campaign

3%

in Transactions for Snow Goggles campaign

Solution

Prioritized Affinity-Based Audiences

In the less busy months, Keynes focused specifically on affinity-based audiences. Keynes knew they could confidently capture in-market sunglasses shoppers during peak season, but they needed to continue to build awareness in off-peak months.

Keynes identified three core affinity-based audience themes that became the foundation for our Prospecting campaigns: adventure, affordability, and travel. This focused approach allowed Keynes to garner exceptionally high indexing groups of prospective users.

Diversified Audience Marketing

Recognizing that the Advertiser has a predominantly male consumer base, Keynes expanded their strategy to tap into the female market. They curated a female-specific audience while retaining the core themes—adventure, affordability, and travel. This change alone dramatically increased overall reach.

Highlighted Product Variety

The Advertiser’s core product, sunglasses, had been their primary marketing focus. In their off-peak months, Keynes launched a Snow Goggles campaign to expand brand exposure to a new user segment within the ski/snowboard community.

Conclusion

The campaigns’ successes have led this Advertiser partner to integrate Connected TV as a permanent staple in their marketing strategy. Keynes Digital’s approach proved to our partner that Connected TV is a must-run channel for sustained awareness and customer base growth beyond peak seasons.

Together, we’ve eliminated the challenges and reshaped the narrative of their marketing success.

CTV Guides

Recent Posts

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
Navigating the Future of Connected TV Advertising: Cross Device Attribution in a Cookie-Less World

Navigating the Future of Connected TV Advertising: Cross Device Attribution in a Cookie-Less World

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