Connected TV
Non-endemic advertiser’s holiday sales double with CTV and Walmart Connect retail data
Key results
- X
- lift in sales revenue when compared to the prior year's campaign
- %
- increase in return on ad spend when compared to the prior year's campaign
Business objective
Growing sales during the holiday season
A major extended warranty service provider prides itself on providing extended warranties that are as innovative as the technology it protects, including smartphones, appliances and other consumer electronics.
The company wanted to capitalize on the holiday shopping season when consumers typically buy bigger items from major retailers — such as TVs, computers, and video game consoles — by using a full product suite including CTV, onsite, and offsite Display, and in-store to surround the customer while they are actively buying.
Solution
Doubling sales using the power of Connected TV, display, and retail data
Together with media agency Haworth Marketing + Media, the company launched a programmatic campaign with a particular emphasis on Southern U.S. states. The campaign targeted buyers of electronics such as laptops, tablets, smartphones, TVs, video game consoles, and wearable devices.
Haworth ran the campaign on Walmart Connect’s custom-built demand-side platform (DSP), which combines our best-in-class technology with the scale and quality of Walmart Connect’s first-party data and omnichannel customer insights. Gaining access to our premium Connected TV (CTV) and display inventory, which was key to reaching more of the right consumers and extending reach of the linear TV campaign. It also enabled Haworth to leverage Walmart Connect’s shopper data to more accurately measure sales of the company’s protection plans and tie those sales back to its overall ad spend — otherwise known as closed-loop measurement.
“After working to promote extended warranty plans for the past several years, we wanted to expand our presence beyond Walmart.com and leverage Walmart Connect’s multiple touchpoints via The Trade Desk into the open web and on CTV. We saw exceptional results from this shift in strategy, increasing sales and ROAS year over year.”
Anna Mullins
VP of Strategy, Haworth Marketing + Media
Our client services team worked with Haworth to help maximize performance with optimization recommendations throughout the campaign. The results were outstanding with revenue doubling year over year and a 67% increase in ROAS compared to the prior year’s campaign that ran direct with Walmart Connect (vs through self-service Walmart DSP).
These results demonstrated the power of CTV, display, and accountable measurement with Walmart Connect’s retail data in helping to drive both sales and measure the impact of media investment.
Source: Walmart Connect platform, [10/31/22 — 12/24/22] and [11/6/23 — 12/24/23]
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