Full Funnel Then vs. Now - A Case Study a Year in the Making - Episode 380

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!

 

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