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Published campaign

Outdoor apparel on Connected TV, checked against order IDs

During the 2018 Winter Olympics we put an outdoor apparel company in front of an engaged audience with Connected TV and display banners. The results were verified by order ID.

For
An outdoor apparel and equipment company that sells online
Ran for
2 months, 2018
What ran
Connected TV and display banners
Counted in
Orders, verified by order ID
Illustrative image — a woman in a plain winter jacket kneeling on a frozen Minnesota lake to tighten a snowshoe, a canvas pack beside her in the snowIllustrative image

The published figures

Return on ad spend (ROAS)
17.9
Average view-through rate (VTR)
98.2%
Blended cost per acquisition (CPA)
$8.23
Impressions
374,526
Clicks
286

Copied from the case study we published at the time. The client's name is withheld. A past result is not a forecast: yours will depend on your market, your budget and your offer.

01

The brief

The original write-up does not record the brief. It records the takeaways: reach the right audience with the right technology, give that audience an emotional hook, and cut waste by serving only the ideal prospective customer.

02

What ran

Connected TV during the 2018 Winter Olympics, with display banners scheduled around how long people take to decide.

  • Ran on Connected TV during the 2018 Winter Olympics.
  • Worked out the brand’s consideration window, the time people take to decide, and scheduled the display banners to match it.
  • Used what the write-up calls “Smart Pixel Technology” to ignore accidental clicks, so the retargeting followed real interest.
  • Verified the results by order ID.
Verified results from “Order ID” attribution methodology for increased transparency.
From our original write-up
03

How it was counted

The write-up says the results were verified with an “Order ID” attribution method, chosen for transparency. On that basis it reports a return on ad spend of 17.9 and a blended cost per acquisition of $8.23.

The 98.2% is the average view-through rate: the share of video ads that played to the end.

The same brief, now

What we would keep, and what we would add

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  1. This is the one campaign here that led with Connected TV, so it is the closest to how we work now. We would keep the idea of buying around something people sit down to watch. For a Minnesota business that means Vikings, Twins and Wild games, and local news and weather streaming.
  2. We would read it in order: delivery and frequency in month 1, branded search and direct traffic in month 2, lift against a baseline in month 3. Completion on real Connected TV inventory should sit between 90 and 98%.
  3. And we would build the capture behind it: search ads, SEO and a website ready for the people who look the brand up after they see it.

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