GOAL – The primary objective was to increase brand awareness for the company across four small to mid-sized markets using premium video assets. In addition to tracking impressions and view through rates, the company was also monitoring increased leads and website visitors during the initial campaign period.
STRATEGY – The client was hesitant to use online video and display channels based on previous experience, so they launched with Amazon’s STV offering only. After several months, they added in OLV and display to a single market to prove efficacy. Once the results were shown to be effective, the same omnichannel strategy was rolled out to all markets.
OUTCOME – The addition of OLV and display channels to the campaign, along with incremental budgets to support the lower funnel tactics resulted in a 10% increase to overall website traffic within 30 days.
Brand Awareness +
While the primary focus of the campaign was brand awareness, the incremental lift in website traffic and subsequent increase in leads and bookings resulted in continued use of the strategy. Optimizations including omnichannel retargeting have been used to further boost performance. After 18+ months of delivery, the client reports 30%+ of new leads to the company can be attributed to the DSP marketing.