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.”
— Ross Walker

KEY TAKEAWAYS

In this episode, Julie, Jordan, Ross, and Pat discuss:

  1. 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

  2. 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

  3. Effects and Measurement of Streaming TV Campaigns

    • Assessment of upper and lower funnel metrics

    • Use of AMC for multitouch attribution and enhanced audience targeting

  4. Engagement and Retargeting

    • Strategy of retargeting viewers of streaming TV ads

    • Improvements in purchase and engagement rates with better-targeted campaigns

  5. 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

  6. 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

Season 2Julie SpearComment