The client’s sights were set on expansion, additional reach, and bottom-funnel growth. To achieve this vision, our team recommended a cross-channel, programmatic campaign that spanned display, online video, and connected TV.
As part of the campaign, we conducted a Matched Market Testing (MMT) to validate the true impact of the campaign on business growth. MMT involves rigorous testing and analysis to determine the true impact and incremental return of media tactics, and marketing channels. This approach is used to validate or disprove a channel’s incremental impact on business performance, and is particularly useful in markets where there are increases in competition. Incremental lift is defined as the influence of marketing and advertising beyond native demand, such as growth in leads and sales that would not have occurred without marketing efforts.
MMT is a four-part methodology, beginning with test setup and validation, followed by market pairings, test intervention and finally, closing with a causal impact analysis. Leveraging both first- and third-party data, markets are paired based on size, causal impact modeling, and AA testing. Channels are then tested in paired markets for their ability to drive incremental leads and increase web traffic. The client was able to use this research to strategically evaluate leads, online traffic, cost per lead, and the cost per site visitor.
Our campaign for the client prioritized three channels that served audiences with content at the optimal time in their customer journey to drive conversions: online video, display, and connected TV. Video is considered the most impactful channel to generate brand awareness, particularly when combined with cross-channel and cross-device retargeting.
