From the outset, Dell outlined key business objectives for its CTV campaigns with Adobe. While the primary KPI was to increase consideration and purchase intent, brand surveys have long lead times and it can be challenging to understand the immediate impact on sales.
To gather insights and measure success against KPIs, Dell worked with the Adobe Advertising Cloud Advanced Measurement Services team. By weaving best practices into strategies and meeting with Adobe consultants on a consistent basis, stakeholders were able to make real-time optimizations to deliver the best results.
With Adobe Advertising Cloud, Dell monitors the impact of the campaign to see positive impact on short-term conversions, including site visits and purchases. Conversion rates trended up, suggesting that similar to linear, it does still take time for people to take action after seeing an ad on CTV. Dell also found that users exposed to both the CTV and digital campaign drove significantly higher conversions.
Overall, cross-channel measurement capabilities within Adobe Advertising Cloud enabled Dell to get a deeper understanding of its media impact. The company now has richer visibility into reach by screen, impact of creative, optimal frequencies for engaging customers, unique visitors, and how different combinations of experiences across screens translate into business results.
“Adobe Advertising Cloud is very important to what we can achieve through CTV and Advanced Measurement Services provides critical direction behind how we can refine what we’re doing,” says Parodi . “We’re collecting insights regularly that are helping us improve performance and identify how to reach our audience more effectively. The Adobe team is also providing best practices that enhance our buying strategy so we can get the most from every new investment before or after a campaign has launched.”