Successful Case Studies of CTV DSP Campaigns
1. Industrial Service Brand – Strike Social
- Objective: A national industrial services brand aimed to enhance brand awareness while maximizing cost efficiency during peak retail seasons.
- Strategy: The campaign utilized YouTube’s Connected TV inventory through a data-driven approach, specifically employing In-Stream Non-Skippable ads.
- Execution:
- Targeting: Focused on home improvement and plumbing services, delivering over 600,000 impressions primarily on entertainment and sports channels.
- Optimization: The team made over 9,000 optimizations to balance performance and cost, achieving a 13% cost efficiency improvement over guaranteed rates.
- Results:
- Achieved over 90% of impressions through YouTube TV placements.
- Delivered a total of 11% improvement in CTV CPM cost-efficiency compared to mobile placements.
- Maintained competitive advertising rates despite increased political ad spending during the campaign period, showcasing the effectiveness of CTV in reaching target audiences while managing costs effectively
2. TUI Cruises – GroupM Germany
- Objective: Measure engagement and effectiveness of TUI Cruises’ “Mein Schiff” CTV campaign.
- Strategy: Used Microsoft’s Invest DSP along with GroupM’s Advanced TV solutions to measure second screen engagement and track conversions.
- Execution:
- Implemented Microsoft’s Household Attribution to measure the impact of CTV exposure on website interactions.
- Combined intelligent targeting with performance KPIs to analyze success across multiple screens.
- Results:
- Achieved 43% of engagements within the first 24 hours after exposure to the CTV ad.
- After two weeks, recorded over 54,000 interactions tied directly to the CTV ad, with 42% of interactions involving customers entering specific travel information on the Mein Schiff website
3. Bosch Professional – The Trade Desk
- Objective: Increase visibility and engagement among experienced tradespeople using first-party data.
- Strategy: Leveraged authenticated first-party data to identify and reach a broader audience through Connected TV advertising.
- Execution:
- Used The Trade Desk’s Audience Predictor and household graph to create lookalike segments based on existing customers.
- Implemented cross-publisher frequency controls to limit ad exposure to three ads per day per household, optimizing media spend.
- Results:
- Successfully executed a campaign that improved brand visibility while achieving measurable media savings through optimized frequency controls
4. Califia Farms – Amazon DSP
- Objective: Boost brand visibility and drive sales for Califia Farms products.
- Strategy: Utilized Amazon DSP for targeted advertising across various platforms, including CTV.
- Execution:
- Focused on precise audience reach through effective media buying strategies tailored to health-conscious consumers.
- Results:
- Achieved a 58% increase in detail page views and a 45% increase in new-to-brand sales, demonstrating the effectiveness of targeted campaigns using Amazon DSP
Conclusion
These case studies illustrate how brands can effectively leverage CTV DSP strategies to achieve significant results in terms of cost efficiency, engagement, and brand visibility. By focusing on precise audience targeting, optimizing creative content, and utilizing advanced measurement tools, advertisers can maximize the potential of CTV advertising in today’s competitive landscape.