
<p>The way consumers watch movies has forever changed with the COVID-19 pandemic and the proliferation of in-home streaming options. Studios are adjusting their release strategies to embrace this new paradigm as audiences seek convenient access to higher-quality content anywhere, anytime. Transactional video on demand (TVOD) is a powerful tool for driving both increased viewership and revenue from those who prefer to rent movies at home.</p>



<p>Joe Bell was a new release set to hit theaters on July 23 and transactional video on demand on August 10. The studio needed Optimal to drive audiences to on-demand channels.</p>



<p>To build a high-performing audience with the best probability of driving conversions, we layered targeting tactics and data attributes to build a bespoke audience fit for this film including frequent moviegoers, proximity to theaters, interest in similar movies, demographics, and geography.</p>



<p>Leveraging our real-time intent and optimization strategy, we tested creative against dozens of variables in each audience to deliver the right creative at the right time for maximized engagement. We emphasized media spending for the most actionable audience segments with tailored creative to their unique personas.</p>



<p>We activated these creative pieces across display, native, YouTube, Facebook, Instagram, Twitter, paid search, and CTV, as well as direct advertising placements on relevant sites and platforms including Amazon and Fandango.</p>



<p>Joe Bell became a top-performing title on <a href="https://www.amazon.com/Joe-Bell-Mark-Wahlberg/dp/B09B8Q4BP9" target="_blank" rel="noreferrer noopener">Prime Video</a> during our advertising campaign. Based on our early success, the film was subsequently acquired by Amazon for its free streaming video on demand (SVOD) service after the transactional campaign ended.</p>



<p>At Optimal, we harness our deep understanding of consumers and their evolving media habits to place your content in front of the right people in the channels they watch most. We support theatrical movie releases through VOD debuts to drive maximum revenue for productions of all sizes. Contact us to learn more about our expertise in <a href="https://www.winwithoptimal.com/entertainment/" target="_blank" rel="noreferrer noopener">entertainment</a> marketing. </p>


Driving Video on Demand Streams and Transactions for “Joe Bell”


<p>Amidst a global pandemic and misinformation campaign, the Government of Los Angeles County wanted to ensure every resident took part in the 2020 Census. <a href="https://fenton.com/">Fenton</a> crafted an omnichannel campaign spanning direct mail, out-of-home advertising, and digital media, as well as experiential activations involving street artists and local canvassers, to create ties directly within the communities they were targeting.</p>



<p>Beginning with the onset of the COVID-19 pandemic, their strategy pivoted to rely more heavily on digital channels and tools. Optimal’s data and programmatic digital solutions helped bridge the gap between their message and target audiences.</p>



<p>Fenton created campaign content in each of the 13 most spoken languages in Los Angeles County, with a special emphasis on Spanish language outreach.</p>



<p>Optimal leveraged voter data to find individuals in each of these communities and serve them ads through programmatic and private marketplace video, display advertising, and Connected Television (CTV)</p>



<p>Fenton used teams of offline data collectors to analyze response rates to the Census and identify audiences that required additional messaging and outreach. Optimal and Fenton were able to identify areas as small as two city blocks and target audiences of 5,000 people at a time who had low response rates, reaching targets with ads through our geotargeting solutions.</p>



<p>When socially-distanced canvassing was able to restart that summer, our partnership with Fenton allowed us to focus digital advertising on the Census tracts where field organizers were having in-person conversations.</p>



<p>Los Angeles County is considered the hardest-to-count county in the United States. Together with Fenton, we were able to close the gap and help make sure Los Angeles County residents were counted in 2020.</p>


Mobilizing Los Angeles County for the 2020 Census


<p>A ride-sharing company was facing restrictive new laws in New York City that would result in price increases for customers and increased operating costs for the company. Determined to fight back, the company partnered with Optimal to reach and engage citizens to sign petitions, and speak to the adverse impact the laws would have on the city and its residents.</p>



<p>With Optimal’s targeting solution, we were able to identify engaged voters, as well as targeted members of the media, and deliver messages illustrating the impact of the proposed policy on riders throughout New York City.</p>



<p>As a result, the city of New York pulled back the proposed restrictions, and shifted instead to a more cooperative approach to regulation while meeting the needs of New York City’s residents and visitors.</p>


Protecting the Sharing Economy in New York City


<p><a href="https://www.blacklightmov.com/" target="_blank" rel="noreferrer noopener">Blacklight</a> starring Liam Neeson is an action film that hit theaters in February 2022. With COVID-19 cases declining and mask mandates loosening across the country, Optimal used a layered targeting approach to drive in-theater ticket sales and at-home rentals, also known as transactional video on demand (TVOD) sales.</p>



<p>We started by identifying the target audience for this particular film by leveraging data from first- and third-party data partnerships. We identified the likely characteristics of key audience segments including those who are fans of the cast and crew, frequent moviegoers, action and thriller fans, and Liam Neeson fans. </p>



<p>To reach these potential movie watchers across any device, anywhere we built a layered targeting approach that relied on geolocation data such as key zip codes of theater locations that were showcasing the movie, and audiences who had previously visited these theaters along with third-party data of audience members who used movie apps like Fandango or AMC Theaters.</p>



<p>Our activation strategy relied on driving users through the funnel of awareness, engagement, and, ultimately, conversion. With our real-time intent and action-based optimization, we continuously tested creative to different audience segments and selected the optimal performing pieces of video and native content to drive the highest level of engagement</p>



<p>We ran creative across multiple channels including YouTube, Facebook, Instagram, Twitter, TikTok, Display, and CTV. In addition, we leveraged direct partnerships with media sites related to our audience’s interests. Research that demonstrated a strong overlap between likely moviegoers and fans of live sports drove us to place media on the Sports Illustrated, ESPN, and SBNation websites. High-impact advertisements were also placed in the film and entertainment section of Vulture and Fandango coinciding with the film’s opening weekend.</p>



<p>Using our layered targeting approach, we exceeded our goals by delivering over 125% of the projected KPIs all while remaining on budget. The film opened to the high end of expectations and overachieved expected VOD transactions by 65%.</p>



<p><a href="https://www.winwithoptimal.com/contact-us/" target="_blank" rel="noreferrer noopener">Contact us</a> to learn more about how you can win with Optimal. </p>


Using a Layered Targeting Approach to Exceed Box Office and On-Demand KPIs by 125%


<p><a href="https://hellotushy.com/" target="_blank" rel="noreferrer noopener">TUSHY</a> is revolutionizing the American bathroom category with an affordable, modern bidet attachment that upgrades human hygiene and reduces wasteful toilet paper consumption. TUSHY wanted to expand their online market share, but faced a crowded marketplace dominated by several well-known brand names. </p>



<h2 class="wp-block-heading" id="h-challenge">Challenge</h2>



<p>The client’s existing Google Ads campaigns were performing at high conversion rates and meeting their cost per acquisition goals. However, the client was struggling to support their aggressive growth plans while maintaining efficiency. Optimal identified Google Smart Shopping as a tool to help TUSHY simplify campaign management, maximize conversion values, and expand reach.</p>



<h2 class="wp-block-heading" id="h-approach">Approach</h2>



<p>Optimal immediately implemented Google Smart Shopping campaigns to expand TUSHY’s reach. While standard Google Shopping campaigns are limited to the Google Search network, Google Smart Shopping reaches customers across the Google Display Network, YouTube and Gmail, thereby dramatically increasing the number of ad placement opportunities.</p>



<p>With increased reach came increased brand awareness, exposing new audiences to the TUSHY brand and driving an increase in upper funnel traffic. To re-engage and convert these new visitors, Optimal utilized the Dynamic Remarketing capabilities unique to this type of Shopping campaign.</p>



<p>With Google Smart Shopping, the team was able to scale while keeping customer acquisition costs within goal. Smart Shopping campaigns apply Google’s machine learning to optimize toward the top performing ad creatives channels and audiences. As an additional measure, Optimal enabled the Target ROAS bidding option, enhancing the campaigns ability to maximize revenue while maintaining a profitable ROAS for the client.</p>



<h2 class="wp-block-heading" id="h-results">Results</h2>



<p>After launching Google Smart Shopping, TUSHY’s bidet sales grew by 4x while staying within profitable CPA thresholds. Revenue from click-through attributed sales increased by 332% in Q1 2019 compared to Q1 2018. Additionally, the increased placement opportunities associated with the Smart Shopping campaign resulted in a 569% increase in impressions leading to increased brand awareness year over year. </p>



<p>Due to the success of Google Ads campaigns managed by Optimal and powered by Google Smart Shopping, TUSHY was able to expand its product line to portable bidets and sustainable towels and toilet paper. Additionally, a percentage of the sale from each TUSHY bidet benefits Samagra Sanitation. Thanks to cost-effective online growth, TUSHY’s donations have helped more than 30,000 impoverished families in Pune, India, gain access to clean latrines. Furthermore, TUSHY was able to achieve its goal of becoming a carbon neutral company.</p>



<p><a href="https://www.winwithoptimal.com/contact-us/" target="_blank" rel="noreferrer noopener">Contact us</a> to learn how you can win with Optimal.</p>



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="535" src="https://media.winwithoptimal.com/wp-content/uploads/2024/02/Tushy-Client-Testimonial-1024x535.png" alt="client testimonial &quot;website traffic and revenue have increased markedly&quot;" class="wp-image-37359" srcset="https://media.winwithoptimal.com/wp-content/uploads/2024/02/Tushy-Client-Testimonial-1024x535.png 1024w, https://media.winwithoptimal.com/wp-content/uploads/2024/02/Tushy-Client-Testimonial-300x157.png 300w, https://media.winwithoptimal.com/wp-content/uploads/2024/02/Tushy-Client-Testimonial-768x401.png 768w, https://media.winwithoptimal.com/wp-content/uploads/2024/02/Tushy-Client-Testimonial.png 1500w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure>


Increasing Revenue 332% with Google Smart Shopping


<h2 class="wp-block-heading" id="h-challenge">Challenge</h2>



<p>As a global company, <a href="https://www.veeam.com/" target="_blank" rel="noreferrer noopener">Veeam</a>’s digital advertising drives leads from many different regional markets. However, Veeam found that lead quality varied significantly from region to region. Optimal was challenged with creating a full-funnel strategy to drive more high-quality leads through top-revenue markets and increase total lead volume—all while attaining a lower average cost per lead.</p>



<h2 class="wp-block-heading" id="h-approach">Approach</h2>



<p>Working closely with the client, Optimal revamped Veeam’s paid advertising program with a full-funnel digital strategy, increasing engagement, leads, and product purchases.</p>



<h3 class="wp-block-heading" id="h-upper-funnel-display">Upper Funnel: Display</h3>



<p>To keep overall lead volume high and to optimize cost per lead, Optimal implemented Google Smart Display campaigns. Smart Display campaigns use the power of Google’s machine learning to maximize lead volume at the lowest possible cost per acquisition.</p>



<p>However, while Smart Display campaigns are a highly efficient way to grow total leads, the smart bidding algorithm is not capable of optimizing for lead quality. To maintain quality, Optimal restructured the campaigns to ensure that budget was weighted more heavily toward Veeam’s top-revenue sales markets. By pairing Google’s smart automation with regional budget constraints, and aggressive ad testing and optimizations, Optimal was able to grow global leads while also improving lead quality.</p>



<h3 class="wp-block-heading" id="h-mid-funnel-paid-social-advertising">Mid Funnel: Paid Social Advertising</h3>



<p>Optimal expanded Veeam’s digital strategy to include <a href="https://www.winwithoptimal.com/services/paid-social/" target="_blank" rel="noreferrer noopener">paid social</a> advertising on Facebook and LinkedIn. With precise targeting options like skills-based targeting as well as unique ad formats like lead form ads, these social platforms are excellent tools for B2B lead generation. To attract and engage in-market, and demographically relevant social users, Optimal’s social strategy focused on driving asset downloads to build a robust audience to fuel Veeam’s remarketing efforts.</p>



<h3 class="wp-block-heading" id="h-lower-funnel-remarketing">Lower Funnel: Remarketing</h3>



<p>Optimal’s display and paid social advertising strategies effectively increased traffic and engagement with Veeam. But, to help nurture those leads further down the purchasing funnel, Optimal established remarketing campaigns on various ad networks including; Google, Bing, Facebook and LinkedIn. The remarketing campaigns targeted customers that had previously engaged with Veeam’s content, whether through paid ads or directly on the Veeam website.</p>



<p>The campaigns also utilized Veeam’s own CRM customer data to remarket cross-channel to customers of other Veeam products. Aligning the remarketing strategy to Veeam’s customer touchpoints, the campaigns promoted free product trials, bringing these users one step closer to making a final product purchase.</p>



<h2 class="wp-block-heading" id="h-results">Results</h2>



<p>After just one quarter working with Optimal, <strong><mark style="background-color:#ff4d00" class="has-inline-color">Veeam’s product downloads increased 80% quarter over quarter</mark></strong>. Additionally, the strategy contributed to a 600% increase in web traffic, a 62% decrease in cost per product download, and a 62% decrease in average cost per click. </p>



<p>Performance continued to improve following a full implementation of the digital advertising strategy. Optimal was able to exceed Veeam’s performance goals and drive a substantial increase in performance.</p>



<p><a href="https://www.winwithoptimal.com/contact-us/" target="_blank" rel="noreferrer noopener">Contact us</a> to learn more about our services.</p>



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="535" src="https://media.winwithoptimal.com/wp-content/uploads/2024/02/Veeam-Client-Testimonial-1024x535.png" alt="quote from client: optimal doesn't feel like a separate contractor. they're part of our business and they share our goals." class="wp-image-37254" srcset="https://media.winwithoptimal.com/wp-content/uploads/2024/02/Veeam-Client-Testimonial-1024x535.png 1024w, https://media.winwithoptimal.com/wp-content/uploads/2024/02/Veeam-Client-Testimonial-300x157.png 300w, https://media.winwithoptimal.com/wp-content/uploads/2024/02/Veeam-Client-Testimonial-768x401.png 768w, https://media.winwithoptimal.com/wp-content/uploads/2024/02/Veeam-Client-Testimonial.png 1200w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure>


How Optimal Helped Veeam Increase Web Traffic by 600%


<p><a href="https://roomify.com/" target="_blank" rel="noreferrer noopener">Roomify</a> came to Optimal for help scaling sales and increasing market share with college undergraduates, graduates, and young professionals looking to furnish their dorm or first apartment. Initially, Roomify planned to budget for media spend on search and social advertising campaigns to drive sales on their eCommerce website. Optimal helped Roomify alter its strategy by demonstrating how the Amazon Marketplace, with its dominant position with millennials, presented a significant opportunity for incremental sales growth beyond what was achievable on their own website.</p>



<h2 class="wp-block-heading" id="h-challenge">Challenge</h2>



<p>As a rapidly-growing startup, Roomify executives have high-growth forecasts but are often stretched for access to resources that easily create and maintain organized marketing plans for each sales channel. And while the executives understood the massive eCommerce opportunity that Amazon Marketplace presents, they also needed a full-service team with the expertise, technology, and a proven track record to effectively leverage it. To find success on Amazon, brands need to create and execute an expansion strategy also addressing quickly growing eCommerce sales during their peak sales season.</p>



<h3 class="wp-block-heading" id="h-sponsored-product-ads">Sponsored Product Ads</h3>



<p>Optimal developed an Amazon advertising strategy that achieved Roomify’s growth goals. The sponsored product ads strategy not only expedited initial eCommerce sales by putting ads on the top of the search results pages, but the high CTR and conversion rate of those ads also helped to increase “seller rank,” thus boosting organic search rankings as well.</p>



<h3 class="wp-block-heading" id="h-product-listing-page-optimization">Product Listing Page Optimization</h3>



<p>Optimal worked with Roomify to evaluate each product listing page in relation to competitors and Amazon best practices. We generated a comprehensive strategy to improve each page with the goal of driving higher eCommerce conversion rate and increase rankings in Amazon Search. Optimizations entailed a number of tactics, including expanding high-quality images, optimizing descriptions with target keywords, and optimizing product parent-child relationships.</p>



<h3 class="wp-block-heading" id="h-positive-feedback">Positive Feedback</h3>



<p>An email drip campaign was a key component to generating positive seller feedback, product reviews, and preventing negative feedback. It’s important to keep in mind that Amazon has very strict policies regarding direct communication with customers. Following best practices, we were able to develop an email drip campaign that resulted in more product reviews and reduced negative feedback, while remaining in compliance with Amazon’s policies.</p>



<h2 class="wp-block-heading" id="h-results">Results</h2>



<p><strong><mark style="background-color:#ff4d00" class="has-inline-color">By partnering with Optimal, Amazon sales increased by 273% over the first three months</mark></strong><mark style="background-color:#ff4d00" class="has-inline-color">, <strong>with an 80% increase in sponsored product revenue</strong></mark>. By the third month, Amazon generated half of the revenue that Google and Bing search ads generated combined on a ROAS more than double that of search. Amazon ROAS came in at over double the projected goal after only three months of management, setting the stage for future growth while ensuring the eCommerce channel is ROI positive. Overall performance exceeded Roomify’s expectations, prompting the client to double their ad spend the following year.</p>



<p><a href="https://www.winwithoptimal.com/contact-us/" target="_blank" rel="noreferrer noopener">Contact us</a> to learn how Optimal can help you create a winning eCommerce strategy. </p>



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="535" src="https://media.winwithoptimal.com/wp-content/uploads/2024/02/Roomify-Client-Testimonial-1024x535.png" alt="roomify ecommerce testimonial: optimal has been crucial to our success on amazon" class="wp-image-37284" srcset="https://media.winwithoptimal.com/wp-content/uploads/2024/02/Roomify-Client-Testimonial-1024x535.png 1024w, https://media.winwithoptimal.com/wp-content/uploads/2024/02/Roomify-Client-Testimonial-300x157.png 300w, https://media.winwithoptimal.com/wp-content/uploads/2024/02/Roomify-Client-Testimonial-768x401.png 768w, https://media.winwithoptimal.com/wp-content/uploads/2024/02/Roomify-Client-Testimonial.png 1500w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure>


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