For brands across any category, winning market share on highly trafficked retailers is a constant challenge. One of our pharmaceutical clients, a large Fortune 500 company, was advertising two of its brands on Target (via Criteo) but found each was missing out on a majority of traffic: 64% and 71% week over week.
The client’s Retail Search team partnered with Skai’s Expert Services team to analyze ad performance and dig into the issue. They found that both brands’ ads were maxing out in the morning, meaning ads weren’t live during peak shopping hours throughout the day.
Dayparting is a powerful marketing tactic but needs to be fine-tuned with testing and automation
To avoid missing out on valuable customer traffic and maximize exposure, the Skai team used our Automated Actions in our Retail Media solution to implement a feature not yet available in the native Criteo platform: dayparting.
Dayparting is a marketing technique that is used to optimize performance by closely monitoring and controlling the days and times throughout the week in which digital advertising is active. This is an especially effective tactic for auction-based ad channels such as paid search and retail media because dayparting can find areas of opportunity when competitive bids are less aggressive. Bidding during less competitive days/times can offer marketers lower costs and higher positions within the channel listings.
But, before investing all ad spend in one time window, we A/B tested two versions of the campaign with Experiments, an easy-to-use dashboard to understand and streamline performance analysis.
After identifying the most effective dayparting time window and running ads during that time, performance results skyrocketed for both brands. Brand A: +44% in ad revenue, +220% in ROI, and +342% in CTR. Brand B: +24% in ad revenue, +75% in ROI, and +287% in CTR. With these proven results, the client had the confidence to adopt this strategy across additional brands on Target.
“Without Skai’s Automated Actions, our clients would be in the dark during peak shopping hours, missing tons of sales,” said Kelly Fogt, Director of Commerce Expert Services at Skai.
Skai’s marketing platform connects your data across the walled gardens to help you optimize campaigns and reach consumers like never before. We empower brands and agencies to plan, execute, and measure campaigns in one unified platform with best-in-class automation and optimization capabilities.
Explore Skai’s marketing platform or request a meeting with one of our experts to learn more.
