Source: Madhive
THE CHALLENGE
Revealing the Brand Lift Impact of CTV Advertising for Local Businesses
Entering the realm of CTV advertising can be challenging for local advertisers due to its typically high barriers to entry. A leading digital agency, Bahakel Digital, recognized this and partnered with Madhive to leverage its unique capabilities in the CTV space. Their objective was to showcase the effectiveness of CTV advertising in driving brand awareness for one of their key clients, a locally-owned retailer.
Since 2019, Bakahel Digital has expertly managed the retailer’s programmatic media buying, growing their annual budget over 4,000% over the past several years exclusively on programmatic advertising. This significant investment resulted in remarkable success, which contributed to the retailer expanding by opening additional locations.
THE SOLUTION
Strategic multi-segment targeting to increase brand awareness
Bahakel Digital partnered with Madhive to measure the impact of CTV on brand awareness for the local retailer through a brand lift study.
Utilizing Madhive’s advanced CTV strategies, they targeted diverse audience segments, including:
In Market for Retailer’s Products (All Ethnicities)
In-Market for Retailer’s Products (Hispanic)
Leveraging first-party data, the store identified a substantial opportunity within their service DMAs to target Spanish-speaking Hispanics. This required dedicated targeting to Spanish-speaking audiences with Spanish ads.
Movers
The movers segment was divided into new movers (recently relocated within the store’s service area), area movers (recently moved to the service area from a long-distance location), and pre-movers (individuals in the process of moving).
By serving ads to these audiences, the store ensured its brand remained top-of-mind for potential customers. Once the ad was served, a survey was delivered via Upwave to a total of 1.4 million unique consumers. The survey asked participants how they perceived the ad and how it influenced their opinion of the retailer.
THE RESULTS
Campaign delivers significant lifts across key KPIs
Madhive’s collaboration with Bahakel Digital demonstrated the power of CTV advertising for local businesses. The campaign yielded impressive results:
19.8% increase in brand lift
1.4M brand lift surveys delivered
Significant lifts at the 95% level across key KPIs including aided awareness, ad recall, consideration, purchase intent and familiarity
Through audience segmentation and targeted advertising, the retailer effectively maintained brand awareness and customer engagement. With this study, Bahakel Digital was able to demonstrate the significant value of increased brand awareness and solidify their standing with one of their most important clients by showing the value of their campaigns.
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