How Viant & AMP Doubled ROAS for a National Restaurant & CPG Brand

Increase household penetration and purchase frequency to grow revenue and in-store sales.

• CTV
• Viant Household ID™ Solution
• Circana Audiences
• Circana Sales Optimization in Advanced Reporting (Powered by Circana Campaign Conversion Feed, in-flight optimization solution)

To drive revenue and sales performance for a national restaurant and CPG brand selling grocery items, agency AMP partnered with Viant to increase household penetration, boost purchase frequency and efficiently tie online media to offline sales.

To achieve these goals, the brand leveraged Viant’s Household ID solution™ and direct integration with Circana to target a spectrum of high-value consumer segments such as competitive brand buyers, past purchasers, cooking enthusiasts, families and other lifestyle audiences.

The brand partnered with the Viant team and leveraged the Circana Sales Optimization report, directly integrated into the Viant DSP, to analyze their summer strategy and increase ROAS for the overall campaign. Evaluating the report data, made from in-flight optimizations in the DSP, demonstrated that the upper-funnel channel of CTV outperformed display and video in driving in-store sales conversions. This resulted in the CPG brand and AMP allocating greater campaign dollars to CTV, including Hulu, for the fall campaign.

With CTV now part of their media mix, they transitioned to CPSV (cost-per-site visit) to increase revenue and achieve sales goals. As a result, ROAS almost doubled across the campaign, from $5.89 to $10.44.