eCommerce Gift Card Retailer Drives 7X ROAS with Connected TV Prospecting & Audience Extension - SteelHouse

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  1. Retargeting & Prospecting
  2. How Connected TV Works
  3. Ad Builder
  4. Analytics & Reporting

Industry

eCommerce

Objective

Drive Site Traffic & Conversions

Solutions

Connected TV & Audience Extension


“We knew that CTV was the right move to create brand awareness and a large amount of quality visits from new users. We didn’t know to expect such great conversion performance. The real story here is comparing Connected TV with Audience Extension to the advertiser’s retargeting campaigns. When comparing the two, spend was roughly 20x when compared to traditional display efforts, but had revenues exceed display by 100x. CTV also generated 10x the visit rate and delivered a ROAS that was far more efficient. CTV is proving to be far more effective than other advertising options, and we can’t wait to see what our next campaign is capable of.”

Dan Terek

Group Account Director

Connected TV Results

  • ROAS: 7:1
  • CPA: $60.23
  • Reach: 3,508,354
  • Unique Site Visitors: 200,453
  • Views: 98.29% Completion Rate
  • Site Visit Rate: 1.08%

Bring on the Challenge

Looking to reach in-market users and drive conversions, this leading eCommerce brand turned to SteelHouse with the goal of driving prospective customers to their site. SteelHouse knew Connected TV (CTV) was the ideal solution thanks to its ability to pinpoint users with advanced targeting tactics, and its precise reporting capabilities to measure success.

Enter SteelHouse

SteelHouse started by leveraging contextual targeting with 3rd party audiences segments comprised of users that were in-market for a specific product. Other considerations such as geolocation, popular networks, and devices with strong visit rates were also incorporated into the campaign’s targeting methodology, and optimized for maximum effectiveness. All previous site visitors from the past 12 months were then excluded to ensure the campaign would only reach a new audience.  The campaign was then served across SteelHouse’s premium network for CTV and OTT publishers.

The campaign then took advantage of SteelHouse’s proprietary Audience Extension, which served display ads to users who had seen the CTV ad. This ensured the brand’s message was kept top-of-mind, consistent, and compelling across multiple channels and devices.

The Results

The eCommerce gift card retailer saw stellar performance with Connected TV and Audience Extension, generating over a 7:1 ROAS. The campaign reached over 3.5MM viewers, generating 200,000 site visits and 700,000 total page views. That translates to a 1.08% visit rate, and a 97% video completion rate.

“We knew that CTV was the right move to create brand awareness and a large amount of quality visits from new users. We didn’t know to expect such great conversion performance. The real story here is comparing Connected TV with Audience Extension to the advertiser’s retargeting campaigns. When comparing the two, spend was roughly 20x when compared to traditional display efforts, but had revenues exceed display by 100x. CTV also generated 10x the visit rate and delivered a ROAS that was far more efficient. CTV is proving to be far more effective than other advertising options, and we can’t wait to see what our next campaign is capable of.”

Dan Terek

Group Account Director

Connected TV Results

  • ROAS: 7:1
  • CPA: $60.23
  • Reach: 3,508,354
  • Unique Site Visitors: 200,453
  • Views: 98.29% Completion Rate
  • Site Visit Rate: 1.08%

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