How Regatta engages customers across the funnel with SingleView and Criteo
Aventon is an electric bike company that offers ebikes that suit everyone’s riding needs and style. Aventon’s roots are in performance cycling with fixie and track bikes but made the transition into e-mobility exclusively in 2020. It is one of the only ebike brands that owns the manufacturing of its products, allowing it to be agile and cost effective. With its manufacturing edge and performance background, Aventon is second to none in providing affordable ebikes without sacrificing quality.
The ebike space is growing rapidly, and Aventon has big plans. The company’s goal this year is to increase revenue by about 300% over last year. Additionally, the retailer is looking to increase their market share within the industry, ultimately becoming the top choice for ebikes.
Aventon is using many channels to achieve this goal, including the following forward-thinking approaches in the digital advertising space.
Aventon was already seeing strong performance from the traditional retargeting campaign it was running with Criteo. But to meet its aggressive revenue goal, the ebike retailer knew that it would need both upper and lower-funnel campaigns working together in concert. At their agency’s recommendation, Aventon partnered with Criteo on campaigns to build awareness, drive traffic, and continuously fuel their lower-funnel campaigns.
Adele Nasr, Chief Marketing Officer, at Aventon, explained, “Being a B2C brand, it is important to have that upper-funnel tactic running in order to feed the lower funnels. For brands of our size, it would be a missed opportunity as you start seeing some fatigue in lower-funnels without a channel to feed them.”
Aventon began by launching an online video advertising campaign to build brand awareness.
By leveraging Criteo’s ability to activate first-party commerce data, Aventon could target their video ads to in-market consumers who were more likely to buy. This, coupled with Criteo’s broad reach across video partners and publishers, helped Aventon immediately see an increase in quality traffic.
Because they were also working with Criteo on lower-funnel campaigns, they were able to connect video views to downstream conversions and clearly see how their upper-funnel efforts were fueling lower-funnel results.
This was the end goal for Nasr: “We wanted to leverage economy of scale, if you will, by having both under the same relationship and working together for that full-funnel strategy.”
Aventon also launched a contextual targeting campaign to drive additional traffic. Criteo is unique in this space, as it is the only solution available today that uses both commerce signals and contextual signals to identify the most impactful placements. “Our agency partner recommended we go even deeper by leveraging Criteo and using our first-party data to target higher intent traffic and ultimately increase sales,” said Nasr.
Criteo’s contextual targeting solution used its First-Party Media Network to analyze where Aventon’s products were displayed most often on the open internet. Then, Criteo calculated an affinity score between each product and every contextual category and domain in its network. This allowed Aventon to target media lookalikes that were most likely to drive traffic to their site.
The beauty of an ebike is that it can take you farther than a human-powered bike. The same is true of a full-funnel strategy with one partner. Aventon found that by uniting their upper and lower-funnel campaigns through Criteo, they benefited from synchronicities across campaigns — all the while feeding their conversion campaigns and enabling full-funnel reporting.
“Criteo’s partnership has been instrumental in reaching our goals by continuing to stay top of mind and directing high intent traffic back onto our site and ultimately converting,” confirmed Nasr. “Criteo has become a top traffic source to our website. We plan to continue the partnership as we continue to scale and recently started CTV with Criteo.”