Case Study
Clearlight’s CTV and display campaign shines a spotlight on infrared saunas
“With Quantcast, we gained in-depth campaign insights to help us optimize Clearlight’s campaign. Not only did we learn more about our most receptive audiences, we also were able to test video versus video wrap to see which creative performed better. We appreciated having the flexibility to shift strategies and metrics mid-flight to maximize our results.”
Savannah Schefke, Associate Director Programmatic Display, REQ
Awareness lift
Increase in conversion rate with exposure to CTV + display ad (vs. display ad)
“I’m always pleased to have partners in marketing that not only understand the basics of what we’re doing as a hybrid lead-gen and ecomm business, but being able to lean on Quantcast and REQ to strategize a full-funnel plan for our peak season is invaluable. Their design assistance was especially crucial because we had limited assets but a beautiful product. We wanted to showcase our infrared saunas in modern rich media ad units that spotlight our luxury product, and Quantcast made that happen.”
Danielle Yanke, VP of Marketing, Clearlight Infrared Saunas & Wellness Solutions
Clearlight has been a leader and innovator in the infrared sauna industry for over 25 years.
Industry
Retail
Brand
Clearlight Infrared Saunas & Wellness Solutions
Product
BLL, Creative Services, CTV, Quantcast Advertising Platform
Challenge
Clearlight, a high-end infrared sauna company, wanted to generate excitement around their suite of wellness products and drive net new audiences to their site. With an ultimate goal of generating leads from new prospects, they intended to boost brand awareness by showcasing the power of their new brand design and imagery. To assess the impact of their rebrand, they sought to understand whether a lift in awareness of their product offerings resulted from CTV ads.
Solution
To meet their client’s objectives, REQ utilized the Quantcast CTV offering and creative services in conjunction with Brand Lift Live by Quantcast™ (BLL). They used Quantcast’s pixel-based lookalike modeling to find consumers similar to Clearlight’s existing audience base. Then, REQ measured awareness lift while running CTV ads with household retargeting display ads, along with native prospecting and display prospecting and retargeting. Given the strong awareness levels, they shifted to measuring familiarity with the same creative to gain further insights, while taking a full funnel approach for reach, native, and display to drive site traffic and additional display to drive conversions.
Results
Clearlight’s CTV campaign successfully spotlighted their rebranding efforts, boosting awareness by 50% and familiarity lift in ‘I know a lot/fair amount’ by 87%, post-exposure. The omnichannel approach was most effective with a 15.9x lift in visitor rate and 18x increase in conversion rate among those who saw both the CTV and display ad (versus only the display ad).
From Insights to Optimizations:
REQ learned that the optimal frequency to influence awareness lift is 1-2 exposures over the 10-week campaign with streaming exposure having 1.5x higher lift than smart TV devices. They also determined that 8-11 exposures over 8 weeks (or 1-2x a week) is ideal to increase consumer’s familiarity with the brand; while familiarity increased among all demographics, it was strongest among males, those 18-34, and those with no children.
The Partnership
