Bring on the Challenge

Lighting New York (LNY) was looking for a retargeting ad solution that would deliver consistently strong revenue performance. SteelHouse recommended Performance TV retargeting for its ability to integrate television into a direct-response ad strategy; it would reach shoppers whether they were streaming Connected TV (CTV) or browsing on web or mobile. The combination of CTV ads delivering high site visit and conversion rates, along with display ads reaching users at times of high intent, would ensure the campaign outperformed display-only retargeting.

Enter SteelHouse

Campaign setup was easy. After uploading their video creative via a simple drag-and-drop, they built their dynamic, rich-media display retargeting ads using the integrated SteelHouse Ad Builder. Once creative was ready, they simply entered their budget and goal (no bidding required) and the campaign launched. 

SteelHouse’s performance-driven, automated media buying technology took over from there, leveraging real-time data analysis to automatically adjust spend, reach, and handle all bidding—thus removing any sort of manual optimization. The campaign leveraged the real-time segmentation tool to target high-value users, like cart abandoners, with non-skippable ads run exclusively on top-tier streaming networks like HGTV, Hulu, Oprah, and more. 

The CTV ads captured user attention with an ad format that drove strong brand recall. The dynamic display ads, meanwhile, immersed LNY’s audience across all their digital devices, in every ad size available. The combination of CTV and display ads worked together to deliver better retargeting performance vs. display-only campaigns; Performance TV retargeting campaigns see a 15% average lift in overall channel performance vs. just display retargeting alone. 

Campaign performance was measured across all devices using SteelHouse’s proprietary attribution technology, Cross-Device Verified Visits. This also allowed them to attribute cross-device in Google Analytics (thanks to SteelHouse’s API), which let them measure streaming television’s direct-response ad performance alongside the rest of their ad channels.

The Results

Lighting New York’s Performance TV retargeting campaign outperformed their initial ROAS goals. Running from April to May, the campaign achieved an 8.97X ROAS in April; LNY then increased their ad spend 43% going into May which drove it even higher to 12.93X. Thanks to SteelHouse Performance TV’s multi-channel approach, intelligent automated media buying, and top-tier ad experience, LNY was able to increase their ad spend based on early success—ultimately leading to results that exceeded expectations.