Iconic E-Commerce Client

Challenge

An iconic e-commerce brand, a publicly traded internet domain registrar and web hosting company, was new to measuring TV performance and understanding how to leverage and interpret data. They turned to GainShare Performance Marketing for their expertise in performance measurement and driving brand awareness to redefine their approach to TV – moving from a brand buy to a results-focused, efficiency-driven buy. They also wanted TV to drive brand awareness by producing strong creative, executing efficient media buy and driving acquisition.

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Approach

GainShare managed the new relationship with a third-party attribution model, providing feedback to tune the model and align business and media analytics to optimize efficiency of the media buy. With this model, GainShare leveraged high-level data around station performance, day, daypart, creative and length-level information to improve efficiency and optimization. A true-to-brand performance marketing commercial was created, with footage to be optimized over the course of the campaign that focused on performance objectives.