Impact of Upper Funnel Media
The Challenge
GO works with a CPG who was initially hesitant to invest in Streaming TV (STV) due to the continual success they were experiencing with linear TV advertising. However, when the CPG acquired a new brand, GO convinced them this was the perfect opportunity to test the ad tool in a full-funnel campaign.
Our Solution
GO crafted a full-funnel advertising campaign strategy for the newly acquired brand with a dual goal of customer acquisition and loyalty retention utilizing STV (40%), DSP (30%) and Sponsored Ads (30%).
Results
+200%
SOV increase for a priority
keyword from Nov. to March
+71%
NTB increase from pre-STV
to mid-STV
$6K → $140K
SNS sales increase
from Nov. to March
2.6x
greater purchase rate when exposing
shoppers to DSP + STV vs. DSP alone
+50%
market share increase from
pre-STV to post-STV
+37%
total brand sales
+44%
total brand traffic
+70%
promoted ASIN's sales
+116%
promoted ASIN's traffic
Due to the strong results, the advertiser increased this brand's investment in STV and DSP by 66% and is testing STV across half a dozen of their other brands.