National retailer’s cross-device retargeting outperforms audience targeting by 450%

Strategus collaborated with a national retailer on a Connected TV (CTV) campaign aimed at increasing both online and in-store sales. The campaign utilized Strategus' Full Funnel CTV Strategy, incorporating Cross Device Retargeting to engage users who had previously viewed a CTV ad and drive results among the retailer's target audience.

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Objective

The primary objectives were to drive online purchases and increase revenue. To evaluate the efficacy of Strategus' Encore Cross-Device Retargeting product, the retailer conducted a side-by-side Online Video test within the campaign, comparing the performance of audiences targeted with third-party data against those retargeted through Encore Cross-Device Retargeting.

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Strategy

The retailer wanted to see how well Strategus’ Encore Omnichannel Retargeting strategy really worked. The approach is CTV-first. It reaches people on the big screen to build brand awareness, then retargets them on their other devices through display, online video, audio and more. We set up matching ad groups to test Encore head-to-head against third-party data targeting.

Encore won on every measure. It brought in $0.44 in revenue per impression, compared with $0.08 for the third-party audience group. The gap was just as wide on spend: every $1 returned $29.83 with Encore, versus $5.40 with audience targeting. That’s a lift of more than 450% on both measures. It shows that starting on CTV and following up across devices pays off.