Pet Brand Seeks More From Current CTV Partner

Pet Brand Seeks More From Current CTV Partner

Pet Brand Seeks More From Current CTV Partner 2560 1280 Keynes Digital

30% Increase in New Users with Keynes Digital

Overview

A luxury pet product company approached Keynes Digital to help them establish if they were getting the most out of their Connected TV campaign. With 7 figure monthly marketing budgets and experience in linear TV, their initial test results in Connected TV were underwhelming.

They were working directly with one of the largest CTV hardware manufacturers, as well as a self-serve CTV advertising technology company. Their complaint was when they increased spend with the advertising technology company they saw no positive impact in their internal metrics.

As a result of their underwhelming performance, they decided to run a head-to-head test between Keynes and the CTV Advertising Technology Company to see if Connected TV advertising can be a performance marketing channel.

Head-to-Head Metrics

30%

New Users

34%

Overall Users

10%

Revenue Per Transaction (AOV)

Cost-Per-User Remained Under $0.04

Approach

Analyzed Current Audiences

We believe in testing as many audiences as possible, but don’t believe in reinventing the wheel. With millions of Monthly Unique Visitors (MUVs), we had an abundance of data and past performance to work off of.

We ran a full analysis of what had and had not worked for the brand in the past to help us guide our optimization engine to drive the best possible performance for pet owners.

Build First-Party Audience Plan

More data equals more insights. With such a large audience base, we utilized our Universal Tracking Pixel placed on the Advertiser’s site to establish a strong foundation for our media plan.

After collecting enough data, we passed that on to every data provider we work with within our DSPs to establish a relevancy score against all the data providers’ taxonomies. This data approach allowed Keynes to buy the most relevant pet-related audiences at the lowest prices.

Transparent Reporting

Our fully transparent and granular dashboard exposed all our campaign findings. This luxury pet advertiser was able to understand what was successful, starting from an overall snapshot of their campaign via an Executive Summary tab, trickling down to insights by Hour, Technology, Creative, TV Network, and more.

This proved how impactful their campaign messaging was in driving new customers to their site at a remarkably efficient rate.

Conclusion

The Advertiser was blown away by how Keynes Digital ran their Connected TV advertising campaigns. With up to a 30% increase in New Users, based on Google Analytics data, and a Cost-Per-User under $1, they instantly saw the value of Keynes.

Working with a full-service team of experts, they were able to increase their ROI and spend more time on other market channels. Knowing that Keynes Digital’s reporting was fully transparent gave them the comfort and knowledge that they’ve made the right decisions with their marketing spend.