The Challenge

Combating the Competition through Education

Our client was rapidly losing market share to brands selling cheaper, less sophisticated imitation products. Additionally, they had strict efficiency goals and were looking to be able to more effectively tie branding spend to down-funnel action.

The Action

Leveraging STV as a Branding and Performance Channel

Code3 Programmatic Strategists leaned in to educating the audience through STV campaigns that explained the value of their products relative to the competition and price point and why they were a better decision than cheaper alternatives. Additionally, the interactive video ads allowed interested shoppers to add the product to their cart on Amazon at the moment, without disrupting the viewing with a second screen. This allowed the STV campaign to function as both a branding and performance channel, meeting efficiency goals.

Services Performed

amazon dsp

 

 

 

36x greater

Add to Cart Rate when compared to previous ads

222%

higher purchase volume

215%

higher sales volume

216%

more purchasers when STV+Sponsored Ads combined

The Win

Transforming the STV campaign to act as both a branding and performance channel paid off with meaningful results. This includes a 675% increase in conversion rate among shoppers exposed to the STV campaign and Sponsored ads vs those exposed to Sponsored Ads alone.

Related Resources

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Amazon

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Brand Strategy

Why Late December Could be Critical for Reaching 2024 Brand Goals

Programmatic

Mastering Display Ads on Walmart Demand Side Platform (DSP) via The Trade Desk Console

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