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2 Verified Clients
Keynes Digital enhances marketing by targeting specific TV audiences using detailed analytics. It identifies precise demographic data to connect marketers with viewers who are more likely to engage and drive sales. This approach streamlines the advertising process, making each marketing dollar stretch further in a saturated market.
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Keynes Digital's Website Claims...
A summary of claims made on Keynes Digital's website.
precise audience targeting
Keynes Digital claims that its precise audience targeting allows brands to zero in on key audiences on the programs they specifically enjoy.
comprehensive data insights
Keynes Digital claims that its comprehensive data points provide deeper insights and greater impact on audience targeting and engagements.
customized targeting strategies
Keynes Digital claims that its customized targeting strategies can boost sales by 2.8 times and significantly improve marketing results.
BlurbSTAR Case Study
Keynes Digital & High-End Health and Wellness Bran...
41% increase in customers using CTV strategy.
25%
Overall lift in test regions
41%
Lift in new customers
1.
Situation
Client Seeks High-Performance Marketing
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High-end brand refreshes marketing.
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Aims for better ROAS and new customers.
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Collaborates with Keynes to test CTV.
A high-end health and wellness brand was relaunching its marketing strategy, seeking a high-performance channel to improve Return-On-Ad-Spend (ROAS) and attract new customers not previously in their database. As they embarked on this marketing refresh, the brand had already established clear audience targets and possessed a competent internal team. They chose to collaborate with Keynes Digital to explore how Connected TV (CTV) could serve as an effective top-of-funnel driver. This exploration was aimed at leveraging audience-specific targeting to bring high-quality traffic to their platform, subsequently relying on Paid Search, Social Media, and SEO to complete the conversion process.
2.
Task
Implement Precise Audience Targeting
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Use first-party data for audience targeting.
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Employ control vs. test regional strategy.
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Boost top-of-funnel traffic.
The task Keynes Digital undertook for the health and wellness brand was to utilize first-party data to build hyper-targeted, lookalike audiences. This approach was intended to refine audience engagement by aligning marketing messages more precisely with consumer interests. The strategy included executing a control vs. test method across different regions to assess its effectiveness. Their approach was designed to drive high-quality traffic to the brand's website, allowing other channels like Paid Search, Social Media, and SEO to manage subsequent customer conversions. By integrating a tailored testing framework, Keynes aimed to demonstrate the effectiveness of CTV in reaching and engaging new-to-file customers while driving significant traffic at the top of the sales funnel.
3.
Action
Execute Targeting and Testing Strategy
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Geotargeting test and control regions alike.
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Use CRM data for lookalike audience.
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Persona targeting based on regional performance.
Keynes Digital implemented a comprehensive growth strategy by combining precise geotargeting with smart audience creation based on first-party data insights. They paired test and control regions that exhibited similar demographic and behavioral characteristics to ensure clean and accurate data analysis. The custom first-party data modeling involved building lookalike audiences derived from website behavior and CRM data, ensuring the messaging was targeted and effective. Additionally, the team optimized persona targeting based on regional performance insights to further refine audience reach and engagement. This comprehensive strategy enabled them to accurately track the impact of CTV and demonstrate its effectiveness in driving quality traffic.
4.
Result
CTV Becomes Essential Media Driver
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41% increase in new customers.
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25% lift in target regions.
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CTV boosts media mix effectiveness.
As a result of Keynes Digital's strategic efforts, the brand witnessed a significant lift in key performance areas. There was a remarkable 41% increase in new customers, highlighting the effectiveness of the CTV strategy. Moreover, they achieved an overall 25% lift in test regions and a 25% increase in new-to-file customers within test markets. Consequently, CTV has now become an invaluable component of the brand's media mix, proving not just its ability to drive traffic, but its capacity to attract the right audience for growth. This success underscores CTV's role in enhancing advertising strategies through smart, data-driven targeting and comprehensive market testing.
Keywords
CONNECTED TV
CTV ADVERTISING
KEYNES DIGITAL
HEALTH AND WELLNESS MARKETING
LOOKALIKE AUDIENCES
FIRST-PARTY DATA
MARKETING STRATEGY
CUSTOMER ACQUISITION
TOP-OF-FUNNEL
MARKETING PERFORMANCE
Connected TV (CTV) Q & A
Keynes Digital hasn't answered their category questions yet.
1.
What inventory sources and streaming platforms do you have access to?
Keynes Digital has not completed their Blurbs FAQs
2.
How does your platform target audiences, and what data sources do you use for targeting?
Keynes Digital has not completed their Blurbs FAQs
3.
How do you measure performance and attribution, and do you offer closed-loop reporting?
Keynes Digital has not completed their Blurbs FAQs
4.
Do you offer a self-service platform, managed service, or both?
Keynes Digital has not completed their Blurbs FAQs
5.
How does your platform optimize campaigns in real time?
Keynes Digital has not completed their Blurbs FAQs
6.
What creative formats do you support, and do you offer dynamic creative optimization (DCO)?
Keynes Digital has not completed their Blurbs FAQs
7.
How do you handle frequency capping and ad fatigue management?
Keynes Digital has not completed their Blurbs FAQs
8.
Do you offer retargeting capabilities for viewers who have seen our CTV ads?
Keynes Digital has not completed their Blurbs FAQs
9.
How do you ensure brand safety, fraud prevention, and viewability in CTV placements?
Keynes Digital has not completed their Blurbs FAQs
10.
Do you offer A/B testing capabilities to compare creative variations and messaging?
Keynes Digital has not completed their Blurbs FAQs