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Streaming Case Study
HOW A B2B BRAND FOUND THEIR AUDIENCE on ctv
With Annika, the company achieved:
43%
more efficient CPMs
63%
better CPR
44%
better CPO
OVERVIEW
A TV advertising success story seeks expanded reach.
A billion-dollar B2B company had driven profitable growth through TV for years. Linear campaigns with Marketing Architects minimized their reliance on digital and print—especially by reducing painful paid search costs. Best of all, brand awareness rose dramatically, establishing the brand as the top solution in their category. But by 2022, the company was ready to extend their reach by testing streaming TV.
Streaming’s advanced targeting promised the ability to reach the right people at the right time. For a B2B brand with a target audience that included a range of titles and responsibilities across businesses of all sizes, it seemed like an opportunity. And we were ready to make the most of it.
OBJECTIVE
Streaming TV offers a targeted approach. At a cost.
From partnering with Dun & Bradstreet for third-party data to replicate the brand’s audience based on job title and company size, to building look-alike audiences from survey databases to form a customer-originated perspective on who to engage, we invested in highly sophisticated targeting methods. By the end of the year, the brand had tested more than $2 million in media across two industry-leading DSPs and optimized a stunning 37 targeting lines.
Still, while performance met expectations, it couldn’t compete with linear. Streaming CPMs were high. And all that advanced targeting? It added to the cost, especially when using third-party data.
RESULTS
Annika beats industry-leading streaming strategy.
There was another option. At Marketing Architects, we built our own DSP to solve the targeting and cost challenges inherent to current industry solutions.
Buying the media directly, Annika removed platform tech fees that drove up CPMs. Instead of costly third-party data, contextual targeting based on location, genre, and daypart allowed us to reach the brand’s audience without the typical targeting fees. Finally, we leaned into technology, using AI to identify ideal targeting opportunities.
This shift reduced the cost of the brand’s CPMs by 43% and led to a 44% more efficient cost-per-order. Today, TV remains a top channel for the brand, and they’re continuing to invest in connecting with customers through Annika.
