Case Study
Luxury Retail Advertiser
Leveraging Viant’s people-based platform to measure
cross channel (TV, digital & offline) return on ad spend
Campaign Results
Challenge
After executing a successful holiday marketing campaign with Viant at the end of 2014,
this prominent luxury retail brand again sought Viant’s help in delivering an effective cross
channel campaign during the 2015 holiday season. Seeking to accurately prove efficiency
and return on ad spend (ROAS) across TV, digital and their offline retails stores, the client
teamed up with Viant to leverage TV automatic content recognition (ACR) measurement
tools and people-based advertising solutions.
Solution
To determine the effectiveness of the brand’s TV ads, we leveraged our market-leading TV
ACR measurement solution (automatic content recognition – ACR - is a technology that
recognizes TV content and advertising by the unique signatures of their audio patterns).
Operated in partnership with several major TV manufacturers, Viant harnesses ACR across
millions of U.S. households to capture 100% of TV ad plays within measured homes. For
this specific client, we measured TV ad exposure across an exposed sample of four million
households.
By integrating TV ACR measurement into our people-based Viant Advertising Cloud
platform, we helped the luxury retailer measure TV ad effectiveness alongside their cross
device digital campaign, which ran across desktop, smartphone and tablet. Furthermore,
the client leveraged our onboarding tool to run the campaign against their customer
database of 11 million email addresses, including existing customers as well as prospects
who had previously visited their website.
Throughout the campaign, the advertiser provided Viant with a nightly feed of their in-store
sales data, which was then matched back to the brand’s existing customer profiles within
Viant’s Identity Management Platform (IMP) – a core component of the Viant Advertising
Cloud. This enabled Viant to accurately measure ROAS by connecting customers’ crosschannel ad exposure to their offline and online purchases.
Results
This unique cross-channel attribution model (including TV, desktop, mobile and offline/
online sales) leveraged registered user data on a massive scale to establish several
important campaign performance conclusions. Notably, campaign analysis revealed that
households exposed to TV ads converted at more than two times the rate of households
exposed to digital display ads. Although, display ads yielded seven times the ROAS of TV
ads it’s important to note TV CPMs were significantly higher than display.
Further analysis revealed that mobile (smartphone and tablet) accounted for the largest
share of digital impressions (64%) as well as the highest share of overall sales (60%),
particularly in-store purchases (68%) in the final days before Christmas.
viantinc.com
Mobile accounted for
68%
of in-store sales
Display ads yielded
7x
the ROAS of TV ads
+
TV + display ads converted at
5x
the rate of
display-only ads
CAMPAIGN RESULTS
TV ads converted at
the rate
of Display ads
2x
1x
2x
5x
TV + Display ads converted at
the rate of
Display-only ads
5x
+
1x
2x
TV + Display ads converted at
the rate of
TV-only ads
2x
+
1x
RETURN ON AD SPEND
Display ads resulted in a
Return on Ad
Spend over TV Ads
7x
TV CPM is 10x more expensive
than Display ad CPM
$
$
$
$
$
$
$
Display ad ROAS
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Bill
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$
TV ad ROAS
$$
$
TV CPM
Display CPM
Bill
PLATFORM METRICS
$$$
Mobile accounted for:
*Smartphone & Tablet
Most Overall Sales: 60%
viantinc.com
Most In-Store Sales: 68%