Wake The Bear & Simba Sleep Maximize ROAS Using InnovidXP In-Flight Optimizations
Goal:
Simba Sleep, a UK-based direct-to-consumer mattress company, partnered with Wake The Bear to enhance their TV measurement strategy for their 2023 evergreen campaign. As long-time partners of Innovid, both were eager to adopt the latest InnovidXP enhancements, which would allow for household-level, impression-based measurement and optimization. Their objectives were to improve campaign performance by optimizing it in real-time and to provide independent, data-driven proof of campaign return on ad spend (ROAS).
Strategy:
The year long campaign blended sponsorships, linear TV, and BVOD, targeting a UK audience category of ABC1 Adults 25-54 (a demographic of higher income, professional homeowners).
Weekly in-flight optimizations were made across creative, daypart/day of week, station and linear TV/sponsorship mix based on response rate and online sales, fine-tuning campaign delivery for maximum performance. Using InnovidXP’s granular insight, the team uncovered that 10-second linear creatives delivered the same level of response, on average, as the 30-second assets. By optimizing towards the shorter-length creative, they were able to yield the same performance at half the media cost.
Outcome:
Using InnovidXP throughout the campaign enabled Wake The Bear to continually optimize across different campaign dimensions, such as creative, daypart and station, increasing Simba Sleep’s campaign ROAS by 14% YoY.
InnovidXP reporting also provided data-driven proof that this improved campaign performance had increased TV-driven sales for Simba Sleep by more than 14% YoY.
- +14% Increase in ROAS vs prior year campaign
- +14% Increase in Sales vs prior year campaign
