ESA Display & OTT Cuts Costs, Grows Conversions
OTT and retargeted Display worked as one system within the more cost-effective OneView platform to drive savings and engagement.
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+317%
Increase in impressions
At a Glance
- Client
- Edgar Snyder & Associates
- Engagement
- Display & OTT
- Platform
- Roku OneView
- Focus
- Cost-effective conversions
Overview
Edgar Snyder & Associates needed media that could do more than chase reach.
Programmatic display wasn’t carrying its weight. It cost too much and converted less effectively than the rest of the mix.
By shifting display buying from DV360 to Roku’s OneView, we decreased CPMs so budget could go farther. Then we used OTT to create the first touch and retargeted exposed users on their other devices. That connected system tied creative and media together with cleaner data and better sequencing.
The Proof
The shift to OneView and its lower costs drove a 317% increase in impressions, with CPM dropping from $5.25 in DV360 to $1.70 in OneView.
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+317%
Increase in impressions
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+120
Increase in conversions across live chat sessions and calls
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-39%
Cost per conversion
The Goal
ESA wanted to raise awareness and drive more conversions — specifically live chat sessions and phone calls — while making programmatic display more cost effective.
The Challenge
Programmatic display was expensive and underperforming compared with other media in the mix. ESA needed a smarter way to create more conversion opportunities without paying more for each one.
The Solution
We moved display buying from Google Stack (DV360) to Roku’s OneView, which relied more on first-party data and less on third-party cookies. We ran OTT ads through OneView, then retargeted people who had seen the ad with Display on their other devices.
The new structure leaned on better qualified first-party data and multiple touchpoints, which made the buy more targeted and more efficient. The outcome: more impressions, more conversions, and lower cost per conversion.