Major CPG Company Follows Brand Mentality™ Signals to TikTok Audience

TIKTOK CASE STUDY

Major CPG Company Follows Brand Mentality™ Signals to TikTok Audience

Top multinational beverage company expanded reach to TikTok and achieved a 61% lift in ad recall.

TikTok influencer

THE GOAL

Sightly’s Brand Mentality™ technology identified a strong audience-alignment opportunity on TikTok for its American multinational beverage company partner.

The team decided to run a test campaign with the primary KPI of brand awareness, as measured by ad recall via TikTok’s Brand Lift Study feature.

THE METHOD

Sightly used the advanced analytics in its Brand Mentality™ platform to align signals from its expansive data stream with the brand’s business priorities and identified a specific TikTok content category as a strong fit for the brand and its message.

TikTok app on phone screen

We guided the brand through its first ever TikTok campaign.

The analysis used first party data to identify influencers and target specific creators that best aligned with the brand, its audience and the TikTok video topics.

Sightly distributed short form video creative featuring the TikTok influencers and timed the campaign for the period leading up to a promotional holiday for the brand’s category.

THE RESULTS

%

Increase in ad recall

A 61% increase in ad recall demonstrates success in reaching the desired nationwide audience, and is a strong indicator of large increases in awareness among the target demographic and interests.

Beyond the lift in ad recall, Sightly’s TikTok campaign generated a CTR of .59%, 24% above the TikTok benchmark. Females engaged with the ad more than males, a learning that will guide future strategies for the brand on TikTok and other scalable platforms.

Also, in looking at TikTok’s performance against other digital platforms, Sightly’s TikTok campaign was more cost efficient at driving clicks than three other paid media platforms.

Sightly’s approach, initiated by its Brand Mentality™ technology, allowed the brand to capitalize on trends and content in real time. The ability to identify a new ad platform, content category and influencers for expanding the brand’s reach led to significantly increased ad recall and valuable learnings.

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Ad Personalization on YouTube Leads to Major Increase in Intent Signals

AD PERSONALIZATION CASE STUDY

Ad Personalization on YouTube Leads to Major Increase in Intent Signals

Major salon chain tests custom overlay on YouTube and sees 100% increase in intent signals as compared to standard video distribution.

Young woman buying online with credit card

THE GOAL

A major salon chain sought to notify existing customers and the targeted audience of Women 25-54 within the Denver DMA that their Denver locations were open for all services, as well as drive the targeted audience to the closest spa location following mandated periods of closure due to the coronavirus.

The Awareness KPI was measured via View Rate against the Sightly Instream benchmark of 40% and Bumper benchmark of 85%. Visitation intent was measured via CTR against the Sightly benchmark of 0.11%.

THE METHOD

Sightly distributed In-stream and Bumper video ads on YouTube and implemented location extensions and ad personalization tactics to effectively engage the target audience.

Location extensions promote local business information to viewers that are near a salon with data such as address, phone number, hours, and more. Ad personalization was implemented with an overlay inclusive of the salon’s logo, and a custom CTA prompting consumers to click and find their nearest Denver location.

The overlay was implemented on ~50% of impressions to demonstrate the effect on intent signals. All custom overlays are built at Sightly in-house with complete customization and unlimited rounds of feedback.

Man buying on mobile phone with credit card

Custom audience profiles were built based on the salon’s CRM list to reach existing customers, as well as the targeted audience of Women 25-54 classified as Spa Enthusiasts or Custom Intent audiences. Profile creation based on audience characteristics, all informed by the awareness and intent KPIs, allowed Sightly to identify other users who

have the same characteristics of the in-market users and target incremental Women 25-54 over the course of the campaign and scale this precision targeting at the geo-level to support regional spa locations.

THE RESULTS

%

Increase in Intent Signals

Through rigorous optimizations, Sightly was able to achieve an Instream View Rate of 53%, 33% above benchmark, and a Bumper View Rate of 93%, 9% above benchmark, both indicative of an increase in awareness of the spa reopenings in the Denver DMA.

The overall campaign CTR was on par with Sightly’s benchmark, but consistent with studies demonstrating links between ad personalization and effectiveness, the video units with custom overlays performed 100% better than standard video alone. Specifically, Bumper ads with overlays performed 80% better than standard Bumper ads and Instream ads with overlays performed 116% better than standard Instream ads. This increase in performance shows the impact Ad Personalization can have on engagement metrics on YouTube, a unique and complimentary offering found only at Sightly.

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Advanced Analytics Boosts Nielsen On-Target Score Despite Removing Age Targeting

FINANCIAL INSTITUTION CASE STUDY

In Absence of Age Targeting, Advanced Analytics Boosts Nielsen On-Target Score

Major financial institution complied with new Fair Lending Laws and still increased DAR score by 53% for consumer credit card campaign.

Young woman buying online with credit card

THE GOAL

Maintain the desired Nielsen DAR on-target performance historically achieved for the brand despite removing age targeting to comply with newly implemented Fair Lending Laws.

A top financial institution sought to optimize its consumer credit card campaign for Nielsen DAR on-target performance against their A25-54 target audience while abiding by newly imposed targeting restrictions.

Fair Lending laws now prevent financial institutions from discrimination against potential customers based on age, race or color, religion, national origin, sex, martial status, income, or handicap.

The implementation of these restrictions limited Sightly’s ability to target age ranges using a conventional targeting approach in order to achieve the desired DAR score benchmark of 38%.

THE METHOD

Using advanced analytics and creative campaign management, Sightly explored alternative levers that could be adjusted to achieve an on-target percentage above benchmark for the A25-54 target audience. Multiple regression models were used to find variables that affect Nielsen DAR on-target performance.

Man buying on mobile phone with credit card

Some of the levers explored included ad formats, content targeting, funnel targeting and more to analyze which levers could be optimized to increase DAR performance.

Combinations of these data were analyzed at the line item level for incredibly granular assessments and optimizations.

THE RESULTS

%

Higher Nielsen DAR on-target rating than historical benchmark.

Sightly was able to improve the Nielsen DAR on-target rating over the course of the first quarter of 2020 through these continuous analyses, learnings and optimizations, and ultimately achieved a DAR on-target score of 58%, which was 53% above the brand’s historical benchmark.

The success of this campaign in reaching the A25-54 target audience while in compliance with updated Fair Lending Laws—i.e., without using age targeting—demonstrated both Sightly’s creative campaign management and the ability to utilize data science to solve complex targeting hurdles and expertly navigate nuances in campaign parameters.

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Ad Customization & Dynamic Optimization Strengthens Links Between Brand and Locations

HEALTHCARE BRAND CASE STUDY

Ad Customization & Dynamic Optimization Strengthens Links Between Brand and Hospital Locations

National Healthcare Brand’s Local “Linkage” Campaign Achieved 32% Higher Average View Rate Than Benchmark

Woman doctor outside hospital

THE GOAL

Reinforce the connection between our client’s brand and its physical hospital locations across three states.

As part of its full-funnel media approach, a national healthcare brand sought to connect its brand awareness messages with its physical hospital locations through video ads in California, Nevada, and Arizona.

The client elected the view rate KPI to determine campaign success, as it would measure both completed video views as well as engagement with the customized location overlays. This combination would indicate whether viewers effectively linked the brand message with their local hospital locations. The target view rate for the campaign was Sightly’s 30% YouTube TrueView view rate benchmark.

THE METHOD

Ad Customization—Sightly customized the healthcare brand’s OLV creative with overlays for each hospital and then delivered those ad versions through YouTube Trueview inventory to audiences within each corresponding target geo.

Male doctor in hospital corridor

Dynamic Optimizations—During the campaign, Sightly executed 22,327 real-time, adaptive auction optimizations to achieve the view rate KPI while maintaining efficient pricing.

We made bid changes throughout the campaign as we learned how much the market and competitors were willing to pay. We also coordinated thousands of targeting adjustments to always ensure the most optimal mix of audiences, devices, locations, time series, topics, keywords, placements, and more.

THE RESULTS

%

Average view rate—32% greater than KPI target.

Our healthcare client’s local “linkage” campaign achieved an average view rate of 39.46%, which is 32% better than the target KPI (Sightly’s 30% benchmark), indicating that we reached the target audience within the correct context.

Sightly’s ability to deliver custom creative, dynamically optimized for the right audience and campaign parameters led to increased brand engagement, ensuring our client achieved their goal of linking their brand messaging with the audience’s affinities for their local hospitals.

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Location-Focused Connected TV Test Delivers Brand Awareness Results

QSR BRAND CASE STUDY

Connected TV Test Delivers Exceptional Brand Awareness Increase in Targeted DMAs

Living Room Campaign for Top International QSR Yields 98% Video Completion Rate, Surpassing KPI Benchmark

Young woman buying online with credit card

THE GOAL

Prove the effectiveness of connected TV (CTV) inventory for driving brand awareness in select locations.

A top international QSR brand wanted to explore a new channel for its media mix by running a qualified national campaign with key CTV publishers.

It determined that raising brand awareness was its desired outcome and that exceeding Sightly’s 95% Video Completion Rate benchmark—already a high baseline for success—was the KPI it would use to measure success.

THE METHOD

Sightly designed a CTV campaign for the QSR that paired the advantages of programmatic, such as efficient pricing, audience and geo targeting, with a premium TV living room viewing experience.

Man buying on mobile phone with credit card

We tapped our diversified publisher base for those with channels and programming from a number of top content providers, including Sling TV and Pluto TV. We also selected specific DMA geo targets based on our assessment of delivery availability and restaurant locations to ensure we were reaching the target audience and not wasting impressions.

THE RESULTS

%

Video Completion Rate

Through our ability to reach a wide range of top publishers plus aggressive optimizations for audience parameters, time of day and day of week, Sightly was able to exceed the VCR KPI set for the test campaign. The overall VCR was 98%—or 103% of our aggressive 95% target.

We were able to more than maximize the QSR brand’s desired outcome of raising brand awareness and proved CTV’s viability for inclusion in its future media mix.

This strong campaign performance demonstrated Sightly’s ability to access premium living room inventory with highly effective targeting and deliver exceptional results.

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