Starcom Boosts App Engagement for Leading QSR With CTV Attribution
Takeaways
View-Through Attribution for
>20M
CTV Impressions
19K+
Registrations
Attributed
2.1M+
Food & Drink Orders
Attributed
About
With more than 80 years of ad agency experience and 7,000 employees worldwide, Starcom, part of Publicis Media, is a global communications planning and media leader trusted by top brands.
Challenge
As the ad agency for a global quick service restaurant (QSR) leader, Starcom understood the value of connected TV (CTV) in driving mobile engagement for the food & drink vertical. The team knew that increased investment in CTV campaigns would benefit their client’s growth goals; however, attributing CTV impressions to lower-funnel outcomes was a challenge. Without accurate outcomes measurement to show the ROI impact, unlocking CTV ad budget would prove difficult.
Solution
Starcom engaged the help of Kochava, the attribution and analytics partner for their client’s global apps.
Through Kochava, Starcom tapped into premium CTV partner integrations that featured built-in outcomes measurement support. Starcom activated a CTV video campaign with NBCUniversal to serve the client’s ads amid premium content on Peacock.
To ensure that relevant CTV ad exposures would attribute to down-funnel registrations and orders, Starcom worked with the client’s team to activate impression-based view-through attribution (VTA) within Kochava. This ensured that CTV impressions leading to an in-app action could be attributed despite the lack of a direct ad click and deep link into the app.
Impact
The CTV campaign reached over 11.5 million unique households with more than 20 million impressions served and measured. Outcomes measurement with impression-based VTA showed that the campaign drove more than 19K new in-app user registrations and over 2.1 million in-app food & drink orders.
CTV view-through attribution from Kochava gave the Starcom team trusted performance insights at the campaign, ad creative, and placement level, enabling them to optimize spend toward the most performant tactics. Emboldened by newfound clarity on CTV, Starcom has big plans for their client’s CTV growth strategy.
”We’ve always believed CTV is a high-performing channel, but now with Kochava, we’re able to prove it.
Eisvina BalsyteDirector of Analytics & Technology, Starcom