An e-commerce company wanted to determine the difference in its TV advertising’s performance between a quarter when it ran with Simulmedia versus a quarter when it did not. It also wanted to tease out the difference of Simulmedia’s campaign compared to its traditional media buy.
Execute a quarter long campaign in Q4 ‘14, designed to efficiently reach the client’s custom target of heavy internet users and small business owners.
Match client’s first-party CRM data to TV viewing data in order to prove both TV’s impact on online activity, and Simulmedia’s effect on the client’s business.
With 21% of the client’s Q4 ‘14 budget, Simulmedia was responsible for 34% of both new customers and transactions that were attributable to TV.
The quarter with Simulmedia on the plan (Q4 ‘14) had a 38% lower Cost per Thousand Reached compared to the quarter without Simulmedia (Q1 ‘15).
The quarter with Simulmedia on the plan had an 11% higher Return on Ad Spend (ROAS) compared to the quarter without Simulmedia.
Q4 ‘14 was 55% more efficient at driving incremental site visitors and 13% more efficient at driving incremental purchasers than Q1 ‘15.
The client’s custom target was top 5 in ROAS performance when compared against other defined targets of interest. The client could improve the campaign’s overall ROAS by expanding the target to include more responsive segments.
Household income was a key variable in campaign responsiveness. Optimizing towards higher income individuals could improve the overall campaign’s ROAS.