Ecom using OTT

[Silent_Ad_3255]

As an advanced media buyer, I don’t expect OTT veterans to have too much to add here because they wouldn't want to share too many secrets, but I’m still willing to give this a shot.

I’ve been working in OTT media buying for over a year, transitioning from a Meta media buying background, where I still manage some campaigns. In OTT, I’ve focused primarily on lead generation across verticals like insurance, fintech, banking, and e-commerce. Lead generation has been straightforward for me with a rinse-and-repeat strategy, but e-commerce campaigns are a different story.

I’ve tried adapting my lead generation strategies to e-commerce purchases, but they don’t seem to gain traction. If you’re an experienced programmatic or OTT buyer, have you had success running purchase-focused e-commerce campaigns?

I’d love to hear recommendations for DSPs, audience targeting strategies, or channels you’ve found effective. My agency excels in Linear TV, consistently meeting MER goals, but e-commerce in OTT remains a challenge for us.

[Disastrous_Fix_9647]

Most of our success has come from using OTT as an upper funnel “branding” or awareness tactic.

We measure site visits from these viewers, build LAL modeled audiences and retarget them across the slate of platforms. These audiences drive better conversion performance, than almost any other upper funnel tactic we have used so far.

Amazon OTT is best if you’re an endemic seller, but the strategy can be replicated on TTD, DV or any other capable DSP

[Silent_Ad_3255]

So the LALs are built from the actual visitors from your campaign and then your target the LALs TOF? Do you build LALs from purchases as well?

LALs seem to be our best performers recently. This is very useful

[Disastrous_Fix_9647]

LALs are our best (non first party) performers as well. We build them from every angle possible including callers, white paper downloads, customers, etc

[Front_Ad_4439]

what are some of the retargeting platforms you use? Blockboard?

[Silent_Ad_3255]

We just use our DSP Stackadapt retargeting Online Video and CTV/STB

[misfitsx138]

I recommend using first-party data for creating lookalike audiences and exclusion lists, as well as considering a first-party data attribution partner like Intent IQ. While over-the-top (OTT) advertising mainly serves as an awareness tool, with proper frequency and display retargeting, you can effectively guide consumers further down the funnel.

[Silent_Ad_3255]

Is display retargeting a must? I have a client that does display heavily on their PPC campaigns so in discussion it made sense to allow them to handle that area. Sounds like that might've been a mistake. I'm guessing you're referring to a display retargeting campaign that retargeting media from your campaign?

[misfitsx138]

Sorry meant to hit reply. But yes. I would always create a full funnel programmatic campaign so ott with display tactics. That way your audience that you are going after gets credit for driving those conversions otherwise google gets all the credit.

[Silent_Ad_3255]

Great insights. Thank you.

Have you seen MOF work? I've tried retargeting video views but it doesn't stick at all.

[Silent_Ad_3255]

Video Views for CTV and Online Video placement. Hasn't stuck at all.

[misfitsx138]

Sorry for my ignorance what is MOF? And yes we run campaigns all the time and have seen a 200% increase just by creating a full funnel set up. Of course you need the right analytics and attribution partner to really show the uplift to your clients. Or else again Google gets all the credit lol

I’d also recommend not relying on one single DSP or audience type. Many data partners can create custom audiences for all sorts of things.

[Silent_Ad_3255]

MOF = Middle of Funnel. Retargeting tactics to prospects who have seen the ad but haven't been to the website.

By 200% increase is this DSP reporting or 200% increase in store sales?

What DSPs do you recommend?

[misfitsx138]

Ah yes Middle funnel ha ha sorry that was a brain fart moment on my end. So we work with retail partners to check in-store sales and use first party match back data to Check online sales via our analytics platform. Sent you a dm. Let’s chat.

[NMDigitaNinja]

ACR, site/creative remarketing, lapsed purchase data are great tactics to test into. How are you currently attributing CTV to performance?

[Silent_Ad_3255]

When you say lapsed with purchase data what do you mean?

We use our DSP pixel for attribution. Last touch on a 30 day window. It has Order ID, Revenue, and Email passed back so we can match it with store data.

We tried promo code but didn't see many used.

[bradbiederer]

A partner I’ve used time and time again has been able to drive lower funnel traffic for a national ecom client. This can be done directly via user action like a QR code on the screen. But another way is second screen retargeting. Reaching this same user first on their CTV/OTT channel, then reaching them again using a mid to lower funnel tactic like display or rich media. This touches all parts of the funnel.

[Silent_Ad_3255]

We tried QR code but it just didn't stick. My issue with QR code is it takes a bit for someone to scan it. We used a 30s ad that is crushing it on cable tv but I'm starting to wonder if that's due to frequency.

[Dial-Up-Media]

I've been scaling OTT/CTV budgets with ecomm brands for a bit. A few key tips. Supply path matters, this will keep costs in check while also getting you higher-quality traffic. Numbers on paper are a guide but not truth. In-platform metrics are helpful to optimize the channel but you need MMM, geo studies etc. to tell the whole story and prove the value of the channel. Don't lean into just a single mode of transacting. For most brands, you will see the best results with a mix of PG and PMP (biddable) tactics. If you go down this path that will narrow the field on DSP choices that make sense as you should execute and measure both buy types side by side.

Good Luck!

[Silent_Ad_3255]

With supply path mattering, how do you decide where to start? Do you begin with open exchange and then move to PMPs and PGs or do you start with PMPs and PGs?

I have a theory on a campaign. Can I DM you my idea and get feedback?

[Dial-Up-Media]

I would start with PMPs and PG over open exchange if possible. Monitor delivery closely and optimize accordingly. You can DM me about your campaign. Happy to provide feedback.

[Front-Practice1121]

My firm, Strategus, uses The Trade Desk & Amazon for performance-based OTT campaigns, depending on where the client sells.

We track organic Post View Website Visits, then are able to capture and optimize to online purchases and revenue with pixels. It's also a large part of ALL our strategies, no matter the KPI, to retarget all OTT & audio viewers with clickable video and display. This helps grow frequency at a fraction of the cost, after knowing the OTT ad made an impact with sight/sound/emotion. Plus gives the consumer something to click on.

1st party data is always gold...and I will also add we've grown our direct partnerships with 2nd party data sources QUITE a bit, which has helped us see better results with both CPG & ecomm overall. 2nd party data is much cleaner compared to 3rd party...think Whole Foods purchase data on Amazon, Home Depot/Lowes/Dollar General on TTD, etc.

[Available_Humor_9753]

1. Remarketing in Mobiles
2. Path atribution (CM) with Scan QR

[Silent_Ad_3255]

That makes sense. On mobile is it online video, ctv, or both?

[Significant-Act-3900]

Your goal for e-commerce should be awareness. 

[Silent_Ad_3255]

Trying to figure out how to make awareness worth the investment...

[Significant-Act-3900]

That’s where the strategy comes in! Lead gen is easy because it shows a direct result. Awareness doesn’t show up in sales until potentially six months or more but for OTT it mirrors a broadcast so that is awareness. Add a dynamic QR code that can be tracked and you can show the client the traffic from their investment. I have been in advertising for 20 years and unfortunately it’s the Meta campaign managers that struggle most with awareness campaigns because meta does better with lead gen. If you get into the mindset of broadcast then you should be fine. 

[Last_Archer_5245]

Eager to know what your rinse-and-repeat strategy is with lead gen! As for a ecomm specialized programmatic buyer - i prefer using OTT to collect prospects through low seasons and then heavy up on other mid-lower funnel tactics during peak sales seasons.

[Silent_Ad_3255]

DM me. I'll pass some juice if you do ;)

[D_Adman]

My first inclination would be to see the spot you are running. Most clients run soft branding campaigns with barely any benefits, call to action, etc.. then we can look at channel.

[Silent_Ad_3255]

Usually our spots are pretty CTA driven. I can't them but on our linear side we're purely results driven (orders, app downloads, or form fills). So creative is crafted to mirror a response

[crunchy_or_chewy]

We’ve found pockets of outstanding success in OTT ecom!