Immowelt finds full-funnel success with video and display
Specialty lighting and furnishings retailer, Lamps Plus, has been brightening homes for over 40 years with sleek designs of lamps, fixtures, chandeliers, and more.
When it comes to service, Lamps Plus puts their customers above all else, and they wanted to do the same with their marketing strategy by adopting a customer-centric approach. With more customers being at home, Lamps Plus wanted to find the most engaging way to reach them by using new channels like over-the-top (OTT) and connected TV (CTV) video to continue growing traffic and sales for its ecommerce site.
While exploring the ways to tap into the OTT/CTV space, Lamps Plus encountered a very complex and fragmented space, so they needed a trusted partner to help them navigate it.
Lamps Plus has worked with Criteo for over ten years on lower-funnel conversion campaigns. As a result of their strategic partnership and consultative relationship, they leaned on Criteo for best practices to drive consumers from watching TV ads on OTT and CTV, which raise brand and product awareness, to increasing sales and measuring the impact.
With Criteo, Lamps Plus ran an engaging OTT and CTV campaign. Criteo’s access to granular shopper data, based on more than 35 billion daily historic browsing and transaction events, allowed them to identify consumers who had shown interest in their product category, create similar audiences, and reach consumers across all devices. Criteo’s campaign reporting gave the Lamps Plus team a holistic view into their consumer’s user journey, from the ad view to the purchase.
The Criteo OTT and CTV campaign had a video completion rate (VCR) of 92% and a click-through rate (CTR) of 0.54%, outperforming recent industry benchmarks, as well as 6.39 return on ad spend (ROAS). With the promising metrics, Lamps Plus now wants to increase their marketing spend on OTT and CTV campaigns to continue reaching and engaging their customers.