CASE STUDY

Roku Increases ROAS While Doubling Efficiency

Snapshot

SOLUTION AREA

Marketing

SOLUTION

NCS Targeting

INDUSTRIES

Beauty

CLIENT

Manufacturer

The Objective

When it comes to driving advertising results, CPG brands have options. There are multiple ways to meet goals, but, truth be told, only a few will help you exceed them. In listening to their client, streaming provider Roku intuited there might be a better way to drive higher than expected results for their client, a personal care brand.

Strategy

NCS targeting builds upon real-world online and offline CPG product

transactions to reach consumers most likely to buy a company's product. Using transaction data from several sources, including grocery, convenience, drug, mass market, big box, panels and receipt capture, NCS delivered a custom-built audience for Roku to find brand buyers through connected TV (CTV).

The Results

The results exceeded expectations - proving Roku's hypothesis correct. Using purchase-based targeting, Roku delivered 35% more incremental sales than the previous campaign with fewer than half the impressions, driving incredible efficiency.

In addition, this audience strategy more than doubled the incremental sales per household from the previous campaign, leading to an incremental sales lift of 3.0%.

Moreover, the campaign resonated with heavy category buyers across all loyalty levels.

This is proof that using creatives that resonate with the audience, advertising with Roku, and targeting heavy category buyers is a winning strategy.

"NCS purchase-based targeting is a game-changer for CPG advertising. It allows brands to use real consumer purchase data to identify and engage with their most valuable customers and potential buyers. For CPG brands like our client, this opens the ability to craft highly targeted campaigns with greater reach and influence among the right audiences – the ones most likely to buy."

Michael Ryan

Manager

Ad Measurement,

Roku