Full Funnel Then vs. Now - A Case Study a Year in the Making - Episode 380
Ecommerce Braintrust
· with Ross Walker and Pat Petriello
· February 18, 2025
· 31 min
Summary
This episode reveals how a major beauty brand doubled its purchase quantity by optimizing full-funnel advertising, particularly through Streaming TV. Ecommerce operators will learn critical shifts in streaming TV tactics and measurement from 2023 to 2024, emphasizing how multi-touch attribution (AMC) and targeted retargeting strategies amplify campaign effectiveness and provide a more accurate view of ROI beyond last-click.
Key takeaways
Leverage multi-touch attribution (AMC) to accurately measure the holistic impact of full-funnel campaigns, as a significant portion of purchases driven by upper-funnel activities like Streaming TV are often overlooked by last-click models.
Integrate Streaming TV into your broader e-commerce strategy to expand brand reach and enhance consumer engagement, utilizing its evolving targeting capabilities and curated inventory options.
Implement retargeting strategies for Streaming TV ad viewers to significantly improve purchase and engagement rates, demonstrating the power of sequential messaging across the funnel.
Continuously test and adapt your Streaming TV advertising strategies, acknowledging the balance between cost and reach, to optimize for changing supply dynamics and creative effectiveness.
Understand the distinct goals of advertising campaigns at each funnel stage and tailor your Streaming TV creative approaches accordingly to maximize impact from awareness to conversion.
Themes
attribution & measurementfull-funnel marketingretail mediastreaming tv advertising
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: 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 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 </li
Frequently asked about this episode
What does this episode say about attribution & measurement?
Leverage multi-touch attribution (AMC) to accurately measure the holistic impact of full-funnel campaigns, as a significant portion of purchases driven by upper-funnel activities like Streaming TV are often overlooked by last-click models.
What does this episode say about full-funnel marketing?
Integrate Streaming TV into your broader e-commerce strategy to expand brand reach and enhance consumer engagement, utilizing its evolving targeting capabilities and curated inventory options.
What does this episode say about retail media?
Implement retargeting strategies for Streaming TV ad viewers to significantly improve purchase and engagement rates, demonstrating the power of sequential messaging across the funnel.
What does this episode say about streaming tv advertising?
Continuously test and adapt your Streaming TV advertising strategies, acknowledging the balance between cost and reach, to optimize for changing supply dynamics and creative effectiveness.
What does this episode say about attribution & measurement?
Understand the distinct goals of advertising campaigns at each funnel stage and tailor your Streaming TV creative approaches accordingly to maximize impact from awareness to conversion.
