Driving Retail Sales: A Programmatic Story
Campaign Overview
- Industry: Retail (Online and Offline)
- Objective: Increase Retail Sales and Achieve Sub ~$12 CPO, 80%+ Viewability
- Activation: Programmatic
- Channels: Display, Online Video, Streaming Audio, and Connected TV
- Audience: Adults 25-54 w/HHI <$50k
- Geo: National & Hyperlocal Franchisee Support Campaigns
Strategies
DSP Utilization
- Leveraged in-house team for comprehensive reach and targeting capabilities.
- Tailored test and learn strategies to maximize effectiveness.
- Utilized dynamic creative optimizations for personalized messaging.
Audience Targeting
- Implemented advanced retargeting strategies to engage users who had previously shown interest.
- Leveraged CDP datasets to connect with existing customers with more relevant messages to increase LTV.
- Employed lookalike modeling and third-party custom data segments to expand reach based on customer profiles to reach potential customers based on their online activities.
- Cultivated PMPs, cookie-less targeting, and contextual AI-driven models to further drive performance in the ever-evolving ecosystem.
Results
- Cost Efficiency: Drove 30%+ Savings Across Display, Video, CTV & Audio
- ROI: Delivered a YoY 1000%+ Increase
Conclusion
“Anchor drove the strategic deployment of multiple DSPs, diverse channel utilization, and targeted audience approaches, resulting in a highly successful programmatic ad campaign. The campaign not only met, but exceeded the set goals, showcasing the effectiveness of the chosen strategies.”
-Director of Media, Retail
