Our B2B marketing strategy includes finding new audiences as well as nurturing existing prospects. We wanted to reach valuable users across our entire sales funnel, so we deployed three campaigns —prospecting, retargeting, and an ABM campaign that targeted users found in our CRM.
For the prospecting campaign, we used the integration with LiveRamp and other trusted data providers to select in-market B2B audiences who worked in marketing. For retargeting, we used Performance TV’s audience builder to segment our site traffic into users who showed high intent, like visiting multiple pages on our site. And for our ABM campaign, Performance TV lets you import email lists so those users can be targeted with television ads, so we simply uploaded our email list into the platform. It then matched those emails to Connected TV audience targeting data, allowing us to reach those users with streaming TV ads.
We then set a budget and goal. Since Performance TV is all about driving outcome-based metrics, we didn’t settle for a reach or impression goal. Instead, we selected site visits as the goal which would help us determine whether our budget was well-spent.
With targeting and budget settled, we turned our attention to ad creative. Performance TV comes equipped with an A/B testing tool, which allows you to pit two ads against one another to see which one performs best. To take full advantage of this capability, we developed two different ads featuring our CCO Ryan Reynolds.
One ad featured Reynolds on camera directly addressing the targeted audience of marketers. The other only used his voice-over. We naturally assumed the spot with him on-camera would outperform the other (A-list talent should bring A-list results, right?). But surprisingly, that wasn’t the case. Our creative testing showed the Ryan-less ad soundly defeated the one featuring him on-camera—generating a Verified Visit rate that was 3X higher. This was news he did not take well.
Important lesson to be learned: leave your assumptions at the door and always test your ad creative.
As the campaign continued, Performance TV’s automated media buying optimized bidding and placements thousands of times per day in order to reach the targeted audience in the most effective and cost-efficient way possible. This ensured we would reach the right viewers at the right time, place, and price to maximize the return on our ad spend.