Overview
Keynes partnered with a fast-growing at-home fitness equipment and app brand. Historically, this Advertiser ran all paid efforts in-house while spending 7 figures per month on social media and paid search. With high-quality video assets and Keynes’ ability to track users from watching a TV commercial to purchasing online or downloading an app, we presented an opportunity to continue their growth with an exciting new channel, Connected TV.
Metrics
4.8X
Site Traffic after 1 Month
1.9%
Visit-To-Purchase Rate
Approach
Leveraged First-Party Data to Build Customized Audience Targeting
By utilizing their first-party data, collected via our pixel placed on the advertiser’s site, we cross-referenced their consumer behaviors with thousands of third-party segments to establish an audience that mirrors their current customers.
Focused on Top-Performing Segments and Networks
We created a two-pronged approach for our campaign execution. We initially ran with an audience-first strategy to gain insights into who our top consumer groups were and analyzed our top-performing networks. With these insights, we established network-direct relationships to run exclusively on premium Connected TV networks, such as ESPN and NBC Sports, targeting our highest-intent user groups.
Launched Companion Banners to Support our Video Tactics
Alongside our video creatives, we formulated a segment specifically targeted toward users who viewed 100% of the video ads. This segment received coinciding Display banners that helped reinforce our messaging and drive down our overall Cost-Per-Visitor to the site.
Conclusion
With Keynes’ strategic approach and expertise, our client was able to increase audience reach, new to file visitors, and new subscribers significantly using the Connected TV channel.
Within 2 weeks of going live, our advertiser increased their initial test budget by 6.5x. We drove an overall Cost-Per-Visit of $1.67, 17% lower than our projected target, with a 1.9% Visit-To-Purchase rate. Lastly, our clients’ raw Site Traffic was 4.8x higher compared to when the campaign was not live.
Given these successes, our client currently uses this tactic to continue expanding their social video presence and grow their top performing network-direct relationships.
