Conversion-event measurement is crucial for financial services brands, but measuring conversions in emerging media channels like Connected TV (CTV) poses a challenge. This case study explores how a financial services brand was able to tackle this challenge by utilizing Amazon's AdTag and clean room product, Amazon Marketing Cloud (AMC), to measure CTV conversions.
The financial services brand faced a significant obstacle in measuring the performance of CTV on their core website in terms of conversions. Since CTV does not support click-through actions and lacks cookie-based tracking methods, attributing conversions to specific CTV exposures becomes difficult.
To address the measurement challenge, the brand adopted Amazon's AdTag as a solution. AdTag captured first-party (1P) data at the conversion event, which was then seamlessly passed into Amazon Marketing Cloud (AMC), Amazon's clean room product. By combining AdTag and AMC, the brand aimed to bridge the gap between CTV exposure and conversion data.
The brand executed a strategic campaign by running streaming television (STV) and online video (OLV) ads across Amazon's extensive network. The clean room feature of AMC enabled the brand to match conversion event data with exposure level data, providing insights into the impact of STV, OLV, or their combination on driving conversions.
The implementation of the AdTag and AMC strategy yielded significant results. STV (CTV) contributed to 12% of all Amazon-attributed conversions, with 7% of conversions solely driven by STV exposures. These findings demonstrate the effectiveness of CTV in driving conversions for the brand. Moreover, this case study has laid the foundation for cookie-less conversion measurement of CTV media exposures, paving the way for exploring other CTV suppliers and clean room vendors in the future.
Measurement barriers in the financial services industry can hinder the evaluation of emerging media channels like CTV. However, by leveraging Amazon's AdTag and clean room product, the financial services brand successfully measured and attributed conversions to CTV exposures, opening opportunities for future advancements in tracking performance.
