A major retailer wanted to measure the impact that TV advertising had on actual purchases, while targeting a granular audience of home improvement shoppers. It also wanted to see if audience-targeting was more effective than traditional planning and buying methods.
Execute a 2-week campaign designed to reach the custom target of home improvement shoppers.
Match third-party credit card transaction data to TV viewing data to determine TV’s impact on purchases made at the retailer.
Simulmedia’s campaign drove a 126% higher return on ad spend (ROAS) than the client’s base plan.
Overall, the client’s TV campaign was successful in driving purchases, increasing conversion rate by 23%.
Client’s TV campaign had an overall return on ad spend of $8.78.
Simulmedia was 26% more cost efficient in reaching the custom target than the campaign’s network average.
Females 18-34 were most responsive to the creative which featured a young woman, informing future creative and targeting strategies.
Those who saw an ad fewer times had a higher return on ad spend compared to heavy ad viewers, informing future frequency targets.