A popular CPG brand that specializes in family & beauty products wanted to measure the relative impact of CTV and All-Screen Video in driving conversion behavior, as defined by a combination of website page views, product purchases and brand loyalty program subscriptions.
Additionally, the brand sought to determine which exposure-to-conversion paths across platforms/devices yielded the highest conversion rates.
The brand’s secondary objective was to better understand which creative executions, days of the week and DMAs generated the highest engagement with their CTV & All-Screen Video campaigns.
The brand took advantage of Tremor Video’s QR code-enhanced CTV and All-Screen Video technology to reach highly targeted consumers across every screen in the household.
Using a mix of curated, syndicated BT and Unified Social Data, the brand reached a target audience of new/expecting parents and people interacting/engaging with family-specific brands, hashtags, and personalities across social media platforms.
To understand the relative performance of the aforementioned campaign variables, the brand utilized Tremor Video’s robust measurement capabilities, including its cross-screen conversion attribution tracking.
- VERTICAL: CPG (Family & Beauty)
- AD TYPE: Connected TV & All-Screen Video
- FLIGHT: 9/15/21 – 10/31/21
- 0.72% conversion rate (Overall Campaign)
- 0.85% conversion rate (Connected TV)
- 0.53% conversion rate (All-Screen Video)
Campaign Exposure-to-conversion Path Analysis
The top 10 paths to conversion based on conversion volume were:
|Path||Exposure Device||Conversion Device|
|2||CTV Device 1||iOS Smartphone|
|5||CTV Device 1||Android Smartphone|
|6||CTV Device 2||iOS Smartphone|
|7||CTV Device 3||iOS Smartphone|
|8||iOS Smartphone||iOS Smartphone|
|9||CTV Device 3||Android Smartphone|
|10||CTV Device 2||Android Smartphone|
Brand Engagement by CTV Creative Execution
While video completion rates (VCRs) for the 15-second and 30-second CTV spots were nearly identical (ranging from 98.5% to 98.9%), a marked difference in QR scan volumes and rates were observed.
- 3x more scans were generated by the 30s spot vs. the 15s spot
- 2x higher scan rate was generated by the 30s spot vs. the 15s spot
- Friday yielded the highest QR code scan rate (0.0022%) and Saturday yielded the lowest rate (0.0008%)
- Consumers exposed to the campaign on the Eastern half of the U.S. drove the majority of QR scans
Brand Engagement by All-screen Video Creative Execution
While click-through rates (CTRs) for the 15-second and 30-second All-Screen video spots exhibited relative parity (ranging from 0.09% to 0.1%), a marked difference in VCR was observed.
- 81.7% VCR (15s videos)
- 83.8% VCR (30s videos)
- Tuesday yielded the highest CTR (0.19%) and Sunday yielded the highest VCR (86.0%)
- Among the 10 DMAs with the highest impression volume, Los Angeles yielded the highest CTR (0.11%) and Atlanta yielded the highest VCR (84.7%)