clypd-Powered Discovery Engage Helps Improve Site Visits by 45% for a Direct-To-Consumer Advertiser
A national D2C advertiser in the fitness/diet category needed to explore beyond direct response tactics to using first-party data to intelligently plan and manage linear TV investment. The primary KPIs were visits to home page and registration, as well as the audience delivery to ensure linear TV can still generate high awareness and deliver on the performance metrics that would lead to a positive ROI.
clypd-powered Discovery Engage onboarded first-party data and developed a highly targeted media plan across the Discovery network portfolio
The campaign contributed to +23% higher website visits
For every thousand impressions delivered by the Engage campaign, the data-driven audiences drove +45% more visits to the home page than the traditional TV campaign
The Engage campaign exposure resulted in +20% increase in registration
The data-driven plan revealed opportunities outside the traditional TV network set and helped to expand the media plan by including two new channels. To further validate the efficiency of reaching the advanced audience target, Discovery Engage separately measured the concentration of the targeted audience between a traditional media plan and the data-driven plan by comparing impression delivery and eCPM.
- The campaign over-delivered on advanced audience target by +35%
- The eCPM efficiency improved as a result, by -26%