ThirdLove Proves TV Investment Delivers Value
LiveRamp TV’s Data Plus Math reports a 60% incremental lift on search conversion behavior based solely on the impact of TV campaign.
Incremental lift on search conversion behavior
Site visit rates via search
Website visit rates
By linking together exposure from ThirdLove’s media strategy with the actions of their ad viewers, Data Plus Math unlocked quantifiable metrics that went far beyond traditional TV ratings to include:
Impact of TV on Search and Social
Beyond top-level metrics, Data Plus Math helped ThirdLove justify the value that TV media spend had on each goal. One of the more exciting learnings for the ThirdLove team was discovering the impact of their TV investment on website traffic, particularly over search and social channels. Over 20% of the conversions that were previously attributed only to search were actually a result of exposure to TV first.
What’s more, ThirdLove also saw increased online engagement with site visitors completing the Fit Finder quiz, its step-by-step assessment to help online shoppers determine the correct bra size. This uptick in quiz takers signifies an increase in brand engagement. With Data Plus Math, ThirdLove derived statistics that provided an intuitive finding on the viewing and browsing behavior of its target audience.
These findings help quantify the value of TV on these other channels, providing valuable information for future planning. For the first time, the brand was able to understand exactly how their TV ads were delivering significant, incremental business outcomes.
ThirdLove also learned more about their audience behavior, including which networks and creatives were driving the most impact with their target audience and which creative units were driving particular responses. The direct-to-consumer brand learned their target audience was over 40% more likely to visit their online store after viewing a TV ad. ThirdLove’s marketing strategy of combining digital media with TV was a winning mix that drove optimal business outcomes for the brand. The success of the campaign, based on the metrics Data Plus Math delivered, is a valuable component in their 2020 media planning and beyond.
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