Case Studies / Success with Skai

LG’s Revenue Jumps 71% On Black Friday & Cyber Monday With Amazon Advertising, iCrossing & Skai

71 %
YoY Revenue Growth
42 %
YoY ROAS Growth


The consumer electronics category is fiercely competitive. Standing out and winning over shoppers is a constant battle. LG, a world leading manufacturer of TVs, monitors, laptops, projectors, and other mainstay devices, partnered with the team at iCrossing to move the needle on Black Friday and Cyber Monday (BFCM). Their approach: build awareness, drive discovery, and grow sales with Amazon Sponsored Products (SP), Sponsored Brands (SB), and Sponsored Display (SD).


Black Friday and Cyber Monday are amongst the biggest shopping days of the year drawing in nearly 190 million US consumers. To make the most of these critical hours, the most successful Amazon advertisers prepare and execute with precision.

Like with any big event, there’s an expectation that issues will arise. Unfortunately, Amazon’s self-service platform provides only basic reporting capabilities, making it difficult to see trends and spot problems. Catastrophic hits to performance can occur when problems aren’t surfaced and resolved quickly. Specifically, issues that block SP and SB ads from serving pose the greatest risk. These issues can include out of stock products, products deemed ineligible for advertising, missing or incorrect product information, and products not buyable.

Time is of the essence on BFCM and iCrossing knew that unexpected ad serving issues could significantly threaten LG’s holiday performance.


Skai’s advanced analytics, automation, and optimization suite helped iCrossing monitor LG’s BFCM performance, compare YoY results, flag issues, and take action at scale. “Skai gives us better data visibility to more quickly pivot and execute strategy which is key on critical days like BF and CM,” said Enrico Mirabelli, eCommerce Media Lead at iCrossing.

Skai’s Analysis Grids gave iCrossing the visibility they needed to stay on top of LG’s performance. Real-time trend graphs overlaid with YoY BFCM comparison data, helped them spot anomalies quickly. Additional optimization opportunities were bubbled up with Skai’s advanced data filtering and sorting capabilities. Campaigns, ad groups, and ASINs associated with ad serving issues were automatically flagged for resolution. Inline editing, bulk actions, and bulksheet editing made it easy to optimize performance on the fly through quick status, bid and budget updates.


With Skai, iCrossing monitored performance with ease, surfaced and resolved issues quickly, and maximized LG’s BFCM performance. YoY revenue increased by 71%, while ROAS grew by 42%. “With Skai, we hit a home run for LG on Black Friday and Cyber Monday,” said Mirabelli.

About LG

LG is a global innovator in technology and manufacturing with operations in 140 locations and a workforce of over 70,000 around the world.  LG is a world leading manufacturer of TVs, monitors, laptops, projectors, and other mainstay devices.

Learn more at

About iCrossing

iCrossing has been unleashing brand potential for 19 years and counting.  Since then, they’ve expanded to nearly 1,000 employees in 10 countries – with offices throughout the United States, Europe, Latin America and Asia.  Their clients include Amazon, Bayer, Bridgestone, Blue Cross Blue Shield, BMW Group, Church & Dwight, DIRECTV, LEGO, LG, L’Oréal, Microsoft, NBA, PepsiCo, SAP, SiriusXM Radio, Starwood and Toyota.

Learn more at

Surfacing & resolving issues quickly to maximize BFCM performance.

iCrossing utilized real time monitoring, automated alerts & swift optimizations.

71% YoY Revenue Growth
42% YoY ROAS Growth

“With Skai, we hit a home run for LG on Black Friday and Cyber Monday”

- Enrico Mirabelli, eCommerce Media Lead, iCrossing