Results
ROAS (RETURN ON AD SPEND)
LIFT IN SITE ACTIONS
LEAD CONVERSIONS FROM CONNECTED TV (CTV)
GOAL
- Drive site visitation
- Increase lead conversions
SOLUTIONS LEVERAGED
- Omnichannel DSP
- Viant Household ID
- Integrated partnerships with Adstra and Dun & Bradstreet
- Conversion Lift measurement
HOW THEY DID IT
A B2B website design agency leveraged Viant’s household cookieless solution to maximize online conversions. Applying direct integrations with Adstra and Dun & Bradstreet, the agency targeted IT executives and industry trade professionals across connected TV and online video. The client also leveraged geotargeting within Viant’s DSP to further refine people-based audience groups and maintain scale with their omnichannel activation.
Advanced Reporting in the Viant DSP allowed the brand to understand the customer journey and channel effectiveness of their ad campaign. Conversion Lift measurement, with a ghost bids control group, provided a holistic view of incremental site visitation and lead conversions. The measurement highlighted a 11.5x ROAS and 39% incremental lift in site actions, with 34% of those site actions being influenced by CTV.
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