POST-HOLIDAY REPORT: Performance TV Unwrapped - A recap of the 2019 holiday shopping season and Connected TV's impact on advertiser performance ...
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POST-HOLIDAY REPORT: Performance TV Unwrapped A recap of the 2019 holiday shopping season and Connected TV’s impact on advertiser performance
Overall Trends: Black Friday, Cyber Monday, and More ¬ 4
We break down trends from the biggest shopping event of the year.
TABLE OF
Performance TV Proves its Potential ¬ 5
Performance benchmarks for Q4 SteelHouse Performance TV campaigns.
CONTENTS Retargeting, Conversions Boosted by Performance TV ¬ 7
Performance TV campaigns helped increase metrics across the board.
Effective Creative Leads to Better Performance ¬ 8
Streaming TV ads are a unique format - here’s how to take advantage.
Performance TV Video Packages ¬ 9
If quick and efficient video production is a challenge, we’ve got you covered.
Key Post-Holiday Takeaways ¬ 10
We sum up the big takeaways from this past holiday season.
IT’S TIME
TO ANALYZE
Hundreds of brands. Thousands of campaigns. Billions of
ad impressions. We analyzed them all to uncover the big
takeaways from the holiday season. We discovered 2019
was the year Connected TV proved itself as a top-tier
performance marketing channel.
We analyzed campaign results through the lens of
SteelHouse Performance TV, our Connected TV ad solution,
which is the only integrated advertising platform that turns
every streaming TV into a direct response ad channel -
complete with a full Google Analytics integration - allowing
advertisers to measure the true impact of their ad dollars.
Read on to discover which major shopping days, trends, and
campaigns made the biggest impact for advertisers this past
holiday season, and what we can expect to see in the future.
POST HOLIDAY REPORT ¬ 3
OVERALL TRENDS:
BLACK FRIDAY, CYBER WEEK,
AND MORE
As is tradition, Black Friday and Cyber Monday saw massive increases in site
traffic, revenues, and conversions for advertisers this past holiday season.
They also saw strong performance sandwiched between the two mega
shopping days, as well as into Cyber Week.
KEY OBSERVATIONS
• Thanksgiving Week | Conversions trended slightly downward, but site visits
rose in the leadup to Black Friday. Turkey Day itself saw an 8% uptick in site
traffic vs. the day before as shoppers scouted out purchases.
Key Takeaway: Increased site traffic meant retargeting campaigns were well positioned to take
advantage of in-market users researching potential purchases.
• Black Friday | Average order values for Black Friday were 11% higher than
Cyber Monday. It seems many shoppers splurged on big buys the first chance
they got, not waiting until Cyber Monday.
Key Takeaway: Be sure to feature big-ticket items to capture big spenders on Black Friday.
• The Weekend | Both site traffic and conversions stayed high for the weekend
between Black Friday and Cyber Monday, with conversions in particular
enjoying a 28% increase vs. the prior week’s average.
Key Takeaway: Don’t take your foot off the gas during the weekend; there’s plenty of performance
opportunity.
• Cyber Monday | Cyber Monday bested Black Friday in terms of conversions,
seeing a 31% increase. Cyber Monday also saw better sales figures, with total
revenue increasing 18% compared to Black Friday.
Key takeaway: Focus on conversions on Cyber Monday and don’t be shy about spending budget
throughout Cyber Week and into the runup to Christmas - this is peak time for shoppers converting.
Source: SteelHouse Data POST HOLIDAY REPORT ¬ 4
PERFORMANCE TV PROVES
ITS POTENTIAL
This past year proved Connected TV is much more than a branding tool
and can be the next great performance channel - if it’s used right. From
major travel brands to top-tier ecommerce retailers, brands across all major
verticals ran campaigns with our Connected TV ad solution - SteelHouse
Performance TV. Here’s how they fared.
STEELHOUSE PERFORMANCE TV Q4 BENCHMARKS HOW IS IT MEASURED?
Whether it was efficiently driving traffic to advertisers’ sites,
delivering messaging, or contributing to the bottom line,
Performance TV campaigns made ad campaign performance
PERFORMANCE TV & VERIFIED VISITS
their priority - and delivered across the board in Q4. SteelHouse Performance TV uses Verified Visits, which is our
proprietary technology that measures any user visits to an
advertiser’s site following the guaranteed in-view display of
2.10% $5.22 $0.04 3X their ad, in a window of time defined by the them.
Average Site Average Cost Average Cost Per Average
Visit Rate Per Visit Completed View ROAS TRACK EVERY CROSS-DEVICE JOURNEY
Verified Visits is able to track a user as they hop from device
to device across their household, ensuring proper credit is
assigned. So if a viewer sees your ad while streaming, and then
later converts on their tablet—you can track it.
SURGE IN BUDGETS
SteelHouse Performance TV customers increased their spend
150% year over year during the 2019 holiday season. Spend IT’S FULLY INTEGRATED INTO GOOGLE ANALYTICS
has continued to build in early 2020 as well, positioning this Marketers can measure and verify their performance right
year to be a big one for Connected TV advertising. alongside their other digital campaigns.
POST HOLIDAY REPORT ¬ 5
PERFORMANCE TV PROVES
ITS POTENTIAL (CONT’D)
A CLOSER LOOK
VISIT RATE
As the holidays progressed, so too did the amount of visits
driven to advertiser sites. Site visits generated by Performance
TV increased 113% from October to December, mirroring the
urgency felt by shoppers as the holidays got closer.
RETURN ON AD SPEND
ROAS ramped considerably as shoppers were more motivated
to convert. Performance TV campaigns saw big increases in
ROAS, with December seeing a 108% increase in ROAS vs.
November. Performance TV proved to be an effective ad
channel for generating strong returns on ad spend.
COST PER VISIT (CPV)
Site visits ramped up as the holidays approached, which in turn
led to lower CPV and more efficient ad spending. December
CPV saw a 20% drop when compared to October, and a 3%
drop versus November. This metric was comparable to those
seen by YouTube and non-brand paid search CPCs.
COST PER COMPLETED VIEW
Even as Performance TV campaigns scaled through Q4, they
reliably returned a $0.04 cost per completed view - due to a high
average completion rate (96%) for Performance TV ads. Even as
the campaigns reached more viewers, they still outperformed
average YouTube cost per completed view ($0.10 to $0.30).
Source: SteelHouse Data POST HOLIDAY REPORT ¬ 6
RETARGETING, CONVERSIONS
BOOSTED BY PERFORMANCE TV
Performance TV advertisers felt its impact throughout the holidays. Notable
jumps were seen by advertisers on site-wide metrics, as well as increases in
display retargeting metrics immediately after launching their Performance
TV campaigns.
SITEWIDE CONVERSIONS & CONVERSION RATES SPOTLIGHT VERTICAL: TRAVEL
Performance TV ads are only served on true TV screens, and A leader in worldwide travel booking launched their Performance
thus carry the brand-recall impact traditional television ads TV campaign in early November. The uptick in performance seen
carry. The ad experience helps keep a brand fresh in shoppers’ here began immediately after the campaign was launched.
minds, and thus leads to better performance across the board.
Increases in conversions and conversion rates
Average daily site-wide conversions: +11%
DISPLAY RETARGETING BENEFITED FROM Average display retargeting conversion rate: +30%
PERFORMANCE TV CAMPAIGNS
The increase in brand recall benefited digital display
retargeting campaigns as well. Performance TV advertisers SPOTLIGHT VERTICAL: FOOTWEAR
saw increases in retargeting campaign results, indicating the A leading outdoor shoe and work boot brand launched
ads helped keep brands top-of-mind with impactful added Performance TV in early October, just before the big holiday push.
touchpoints. If you’re not concurrently running retargeting, Increases in conversions and conversion rates
you’re missing out. Average daily site-wide conversions: +38%
Average display retargeting conversion rate: +10%
Q4, Q3, Q-WHICHEVER—IT’S THE SAME IMPACT
The lift in performance isn’t due to general holiday increases,
either. We examined additional campaigns from earlier in the
SPOTLIGHT VERTICAL: NUTRITION, MEAL DELIVERY
Offering food delivery, advice, and community support, a
year and saw similar results.
leading meal delivery service launched in August.
Increases in conversions and conversion rates
Average daily site-wide conversions: +32%
Average display retargeting conversion rate: +22%
POST HOLIDAY REPORT ¬ 7
EFFECTIVE CREATIVE LEADS
TO BETTER PERFORMANCE
How do you make the most of Performance TV’s advantages?
Ensure your ad follows these creative best practices.
GIVE YOUR AD A VOICE
Performance TV ads will always have the sound on, so take
advantage by using dialogue or a voice over to help deliver your
message and capture your viewer’s attention.
ADD A VISUAL OR AUDIO CTA
Because viewers can’t click to visit your site, you need to
include a call to action that tells them where to go. It can be
beneficial to include a persistent URL throughout your ad.
LIFESTYLE SELLS
Feature your products being used by actors similar to your
target audience; show them your product in action and sell the
feeling of owning what you have to offer—TV is a storytelling
medium, so tell your story.
POST HOLIDAY REPORT ¬ 8
PERFORMANCE TV
VIDEO PACKAGES
If you need a source of fresh video creative, we’ve got you covered.
SteelHouse has partnered with QuickFrame to reduce the time, cost, and
subjectivity of traditional video creation so you can take full advantage of
Performance TV.
BUILD TV-READY VIDEO CREATIVE WITH QUICKFRAME +
Not every brand has video assets ready to launch. That’s why we’ve partnered
PERFORMANCE TV PACKAGES
with QuickFrame. With their high quality video creation capabilities, we’ve
removed the barrier of entry to creating ads for Performance TV. Whether it’s POST-PRODUCTION
editing existing video creative, or creating something entirely new - there’s a Edit existing video assets to run on Performance TV
Performance TV video package that’s right for you.
LIVE ACTION (1 CONCEPT )
Interested in seeing what we can create together? Create a new, unique commercial
LIVE ACTION (2 CONCEPTS)
LET’S TALK Double up with two unique commercials
ANIMATION
Choose animation instead of live-action
STOP MOTION
Go with something fun and quirky
POST HOLIDAY REPORT ¬ 9
¬ Performance TV is a Direct Response Channel
SteelHouse Performance TV advertisers achieved strong results throughout
the holiday season, with key standouts in Site Visits, Cost Per Visit, Cost Per
Completed View, and ROAS.
¬ Performance TV Enhances Other Marketing Efforts
We saw advertisers increase site-wide conversions after launching Performance
TV campaigns, speaking to their overall impact for a brand’s marketing.
KEY POST-HOLIDAY ¬ Run Retargeting Alongside Performance TV
With retargeting campaigns seeing increases in conversions once a Performance TV
TAKEAWAYS
campaign goes live, it would be wise to run both types of campaigns at the same time
Performance TV earned its place amongst the other great
performance channels this holiday season. Here’s a quick summary of ¬ Keep Your Ad Spend Up
the story our data is telling, and what it means for your advertising. Whether it’s in the lead up or aftermath of Black Friday and Cyber Monday,
shoppers are out there researching and converting. Keep your ad spend strong all
the way up until a few days before Christmas.
¬ Capture Big Spenders on Black Friday
Shoppers appear to reserve Black Friday for big-ticket items, so be sure your Black Friday
ads highlight any products that fit the bill so you can compete for those big purchases.
POST HOLIDAY REPORT ¬ 10GET STARTED
Want to start driving serious performance in 2020?
Speak to an expert about how SteelHouse Performance TV
can start generating results for your brand today.
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