Full Funnel Then vs. Now - A Case Study a Year in the Making - Episode 380
🎙️Interview with Ross Walker and Pat Petriello
DESCRIPTION
Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations.
Today, we’re excited to welcome back our Director of Retail Media, Ross Walker, who will be sharing surprising insights from his work with a major beauty brand.
We’ll dive into a compelling case study on full-funnel advertising, exploring the evolving role of Streaming TV in the retail media landscape.
We’re also thrilled to welcome a new guest to the show! Pat Petriello, a veteran in the retail media landscape and the new Director of Retail Marketplace Strategy at Acadia, is making his podcast debut and sharing some amazing insights with us.
Make sure you tune in to find out more!
“When you include the AMC multi-funnel attribution, the total quantity of purchases almost doubled. So half the iceberg is above the water in terms of the effectiveness of this campaign, but so much downstream.”
KEY TAKEAWAYS
In this episode, Julie, Jordan, Ross, and Pat discuss:
Definition and Understanding of "Full Funnel" Advertising
Discussion on what "full-funnel" means in e-commerce
Different goals of advertising campaigns at various funnel stages
Changes in Streaming TV Advertising (2023 vs. 2024)
Year-over-year changes in streaming TV campaign tactics
Supply differences: off-the-shelf vs. curated inventory
Targeting enhancements using AMC
Impact of different creative approaches
Effects and Measurement of Streaming TV Campaigns
Assessment of upper and lower funnel metrics
Use of AMC for multitouch attribution and enhanced audience targeting
Engagement and Retargeting
Strategy of retargeting viewers of streaming TV ads
Improvements in purchase and engagement rates with better-targeted campaigns
Strategic Use of Streaming TV in E-Commerce
Integration of streaming TV as part of a broader e-commerce strategy
Expansion of brand reach and enhancement of consumer engagement
The importance of a full-funnel approach and its results
Challenges and Future Considerations
Consideration of cost vs. reach in streaming TV campaigns
Encouragement to continually test and adapt strategies
MENTIONED IN THIS EPISODE
Connect with Acadia’s Director of Retail Media, Ross Walker
Connect with Acadia’s Director of Retail Marketplace Strategy, Patrick Petriello
Access more information about the 2023 vs 2024/25 STV Case Study
Connect with our host, Julie Spear
Connect with our host, Jordan Ripley
Learn more about Acadia