Why an athletic footwear brand went cookieless for their latest campaign

Learn how Viant’s omnichannel DSP Adelphic, powered by performance-enhancing insights from our data lake, generated $1.8 ROAS and 98% lift in in-store visits.

Results

$1.8

ROAS
(Return on Ad Spend)

98%

Average Store
Visit Lift
Adelphic - Athletic Footwear Brand - Case Study

Goal

  • Audience validation
  • Increase store visits
  • Increase online sales
  • Tie CTV and online video (OLV) exposures to offline actions

Solutions leveraged

  • Data Lake and clean room
  • Foot traffic attribution
  • Cross-channel conversion

How they did it

A national athletic footwear brand executed a full-funnel campaign across connected TV (CTV) and online video (OLV) throughout the U.S. and Canada in Adelphic.

The brand leveraged its first-party data and people-based identity segments based on key demographics for running/lifestyle, basketball and holiday. They customized creative messaging across mobile and desktop channels to drive awareness, store visitation, sales and audience validation.

Viant’s data lake with clean room capabilities was utilized in-flight to provide transparent validation that the campaign reached the desired qualified audiences.

Location data combined with Viant’s identity graph provided foot traffic analysis and deterministic measurement of the offline behaviors.

The success of the media exposure resulted in a lift of in-store visits ranging from 46% to 150% and $1.8 ROAS, proving the value of media to motivate consumers to visit retail store locations or purchase online.

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