The Modus team approached this challenge from two different directions. First, we ran a competitive spend review to understand the stations and sources that have been successful in this space. We also ran existing Kizik customers through a profiling tool to better understand who they are and what interest drive them.
Plans were developed based on these projects that incorporated a combination of linear television stations that matched consumer behaviors and targeting segments for the Connected TV world that best targeted most likely new customers.
Advertising started off weighted heavier toward CTV ads and the campaign achieved positive ROAS in the 2nd month. Weekly optimization has been run throughout this campaign to maximize profitability between not only linear and connected TV, but also among the networks and segments that are being employed within these sources.
This optimization paid off during the Holiday season when ad spend doubled from most months without a negative impact on ROAS.