Not all metrics are one-size-fits all
One thing that ByHeart realized early on in its advertising journey was that its specialty product—clinically tested infant formula—was not going to be an impromptu purchase. Because of this, models that heavily weighed last-click attributions were not going to be helpful. ByHeart rethought its strategy, let go of last-click CPAs and refocused on a channel that was proving impactful.
“We did an extensive exercise to look at our paths to purchase, and CTV was in the top three,” Duncan said. “We need to understand how our customers are behaving and how we can speak to them based on what they know about us.”
The timing of consumer acquisition was also important. New and expectant parents needed to be targeted, but those high-value customers were also going to do more research on their own and not buy on a whim, or until their infant was ready for formula.
With the help of Digital Remedy’s growth-focused analytics, Duncan and her team were able to scale not only their direct-to-consumer efforts, but branch into brick-and-mortar sales at Target as well, and keep their advertising fresh and educational.
“Consumers have gotten smarter,” Duncan said. “We have to think about their prepurchase journey, because one ad on infant formula on paid social is not going to cut it. It’s a complicated product, they need more information and it’s a long-decision timeframe.”
ByHeart found the most effective method was using CTV as an introductory first-touch to the brand with 30-to-60-second spots to inform viewers of the brand, and then “scooping them up later on paid social,” Duncan said.
CTV can trigger an advertising halo effect
When marketing budgets tighten, DeSimone said, he’s used to seeing companies shift their dollars to focus on search and social in an attempt to maximize return on ad spend (ROAS). But with the right attributions and analytics, brands can find greater success with awareness campaigns on CTV than with search and social alone.
“Our halo effects study shows we can validate a path to purchase that includes search and social, but when you compare it with an individual who also received an OTT ad, you can see CTV is playing a pretty impactful part in the user journey,” DeSimone said.
According to Duncan, ByHeart began to see CTV advertising as a way to help drive demand for its retail sales in Target. But those ads also had a dual effect.
“Not only did we see a lift in retail, but also a lift in direct-to-consumer,” Duncan said, of the brand’s original DTC distribution. “A lot of it is capturing demand, and thinking of CTV as a multiuse tool to drive the demand, and then coming back to paid social, paid search and retargeting efforts to capture the e-commerce pool.”
The goldfish effect
“It comes down to time of intent,” said DeSimone. “Are they in the right state of mind to make that purchase? Are you getting to them a little bit early? The average attention span right now is under six seconds, which is less than a goldfish. People get sidetracked and need a reminder. I can see something and want it, but then I’m on my phone, I’m on the move and I totally forget about it. How are we re-engaging those people? Are we sequentially hitting them with display, with online video? Can we work digital out-of-home into it?”
Duncan agreed, urging marketers to not be afraid of higher frequency scores.
“I think CTV is a channel where you can lean in on a higher frequency score because the repetition here is necessary and you have room with the creative to actually communicate what you want people to know about your product,” she said.
Not all validation has to be quantified
For DeSimone, the need to validate every ad spend is important. But he more so advised users not to be deterred by a channel only because it may not be as measurable as others.
As an example, he hearkened back to the early days of OTT, when marketers had an inkling it was going to be impactful, but many brands were slow to adapt their strategies because their performance couldn’t be fully measured at the time.
