From DTC (direct to consumer) beauty brands to established IT multinationals, OneView, Roku’s ad buying platform built for TV streaming, has helped businesses stoke growth using first-party data.
Here are three brands that have driven impressive growth with first-party data in OneView, including insights into how they did it. With each example, we’ve included a key takeaway you can apply to your business.
HP boosted B2B awareness
HP, a leading technology company, was looking to drive brand awareness for a new IT security product. They partnered with Roku to leverage Roku’s first-party data onboarding capabilities.
We helped them reach high-value audiences for their video ad content. Not only did they achieve this objective, but they also managed to boost brand favorability and B2B intent.¹
Key takeaway:
First-party data is essential for targeting your message to reach the exact right audience, particularly in a future without cookies.
Lovevery drove purchases and ROAS
DTC brand, Lovevery, sells stage-based play essentials designed to help babies grow and develop. Like many small brands, Lovevery was eager to add TV streaming to their media mix.
With OneView, Lovevery used their first-party data to reach existing and new customers across multiple channels and devices at every stage of the customer journey.
The campaign increased awareness and purchases, all with a positive ROAS (return on ad spend).²
Key takeaway:
Great performance marketing starts with great data. Lovevery’s first-party data matched with Roku’s streaming ecosystem led to business and brand growth.
Finishing Touch Flawless used OneView to reach new customers
DTC beauty brand, Finishing Touch Flawless, wanted to reach new audiences and stand out in a crowded and competitive vertical. They also hoped to increase the LTV (lifetime value) of existing customers.
With Roku’s first-party data, the brand leveraged Roku’s direct relationships with streamers. Finishing Touch Flawless also used Roku’s exclusive automatic content recognition, or ACR data, to identify and avoid reaching streamers who were exposed to the ad on linear TV. This ensured their OneView campaign would reach new households that had not seen the brand’s ad on linear TV.
Finishing Touch Flawless’ campaign was... flawless. They increased sales, as intended, particularly among new customers. They also achieved their goal of boosting revenue among existing customers.
“The Roku campaign results were exciting to see. When looking to attract and acquire new customers, TV streaming proved to be more successful and exceeded our expectations at reaching new households and driving net new sales. OneView and the Roku support team provided a winning strategy, and the results speak for themselves.” – Kalyn Paul, VP Digital Media, Diray Media
Key takeaway:
One of the most compelling things about TV streaming for performance marketers is the ability to boost other channels while avoiding overlap and saturation. First-party data helps you reach the right audience, and it also helps you avoid wasting your time and money on the wrong audience.
Want more tips on how to use your first-party data? Download The Guide to First-Party Data on TV Streaming.
¹ Exposed group (144) results were compared to the control (170).
² Lift compared to the control group.
