Roku was looking to drive sales of streaming devices among non-Roku users during the holiday season. To do this, we leaned into the features of our own ad platform, OneView.
The challenge
To achieve the desired results, Roku would rely heavily on the strength and accuracy of their identity graph and audience modeling. The campaign would put these features to the test.
The approach
Roku took a performance-minded, audience first approach. We started by bringing our first-party data on current high-lifetime value customers into OneView, and ensured existing customers didn’t see our campaign to reduce waste. We used OneView to generate lookalike audiences based on these high-value customers, in addition to cord-cutters and prospective holiday shoppers, to find new potential customers.
We also re-engaged potential customers who visited our product pages and added items to their shopping cart to increase our conversion potential.
Take a sneak peek at the display ads:
“I am always looking for new and innovative ways to drive growth for the Roku brand. I was searching for different ways to use Roku’s current customer attributes to find new ones. It made sense to leverage our tech and strong customer relationship to boost our prospecting. The campaign results speak for themselves. OneView will be a cornerstone in all our future campaigns.” - John Bergman, Director of Performance Marketing, Roku
The results
Roku saw 78% higher CTR for lookalike audience vs. campaign average. The CPA was 21% lower for lookalikes vs campaign average. The conversion rate improved 32% vs campaign average.
The performance of this campaign indicates that their identity and audience modeling was spot-on.
“It is exciting to witness the cross-functional collaboration between our performance marketing ads team to collaborate on how to drive business growth using OneView. As demonstrated by the campaign results, OneView is a strong tool for customer acquisition and our team will continue heavy utilization well into the future.”- Matthias Schaefer, VP Account Growth Marketing, Roku
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