About the client:
The client is a large F&B chain with over 400 stores on the West Coast of the United States. The restaurants primarily serve pizza, salads, and beverages
Objective
To measure campaign performance at different levels, specific goals were set across the funnel.
- Increase Brand search volume by 10% in Q2 2021
- Improve viewability of Brand awareness Channels by 10% from 35% in February 2021
- Increase new direct users by 40% from 326,000 in February
- Decrease awareness channel CPA by 30% from $50 in Q4 2020 to $35 in Q2 2021
Solution
Behavioral Targeting
Leveraged sports events to target sports fans in events like March Madness Basketball Tournament, NFL Playoffs, and Stanley cup to show our CTV ads
Targeted binge-watcher according to the hour of highest engagement for the specific behavior category
Inventory Optimization
Grid method optimization to the level of placement, by dividing placements into four buckets based on spend Vs results
Optimization based on the correlation between frequency and recency of Ads with conversions
Second Screen Advertising
Audience segmentation based on the IP of the CTV Ad viewers with good Video Completion Rate (VCR) or website engagement
Re-Targeted these segments on the second screen (Mobile/Desktop) immediately after CTV ads