more homepage visits
more form completions
decrease in cost per acquisition (CPA)
Many brands struggle with allocating budget effectively for top-of-funnel CTV advertising, often focusing their spend solely on retargeting. This approach can limit growth opportunities and hinder overall campaign effectiveness.
When Madhive partnered with Lifebrands, a performance marketing agency, to support one of their clients – a company in the finance space – they faced a critical challenge. The client was hesitant to invest more in CTV beyond retargeting, despite needing to scale their campaigns effectively. Lifebrands aimed to demonstrate that CTV could be cost-effective for prospecting and not just retargeting. Madhive identified an opportunity to tackle this challenge using a new innovation, proving that CTV can drive profitable results at the top of the funnel while optimizing ad spend efficiency.
To address the challenge of optimizing top-of-funnel CTV campaigns, Madhive and Lifebrands partnered to test Lookalike+, an AI-driven tool currently in development. The goal was to evaluate whether Lookalike+ could enhance audience targeting and boost conversion rates.
They hypothesized that the AI could improve the effectiveness of CTV ad campaigns and address the specific challenges faced by the client.
Lookalike+ takes audience analysis to the next level by not only examining users who had visited the client’s website but also incorporating a wide range of external data. Unlike traditional lookalike modeling, Lookalike+ analyzes additional insights such as activities on other websites, social media interactions, and search behavior.
As a result, Lookalike+ processes large amounts of unstructured behavioral data – information that’s often difficult for even major brands to handle. The AI continuously assesses individual households in real-time, identifying the best matches for the client’s services and ensuring that ads reach the most relevant audiences.
This comprehensive approach provided a richer, more nuanced understanding of potential customer intent, offering insights far beyond what typical lookalike models can achieve.
Lookalike+ leveraged advanced AI to pinpoint key signals that reveal customer intent. By analyzing these signals, the tool identified users with a high likelihood of conversion. It then used this data to discover new prospects with similar behaviors, enabling the client to effectively target individuals who are more likely to be interested in their services.
Although Lifebrands typically operates on a self-service model, the extensive support provided by Madhive was crucial for this campaign. Both teams worked closely to monitor the test, making real-time adjustments as needed to ensure smooth execution. Lifebrands customized their approach while Madhive efficiently implemented the strategy, showcasing how Lookalike+ can be seamlessly integrated into a more hands-on campaign approach.
“The setup for this campaign was incredibly straightforward, and although our agency generally works in a self-service model, the support we received during this iteration was invaluable.”
When comparing Lookalike+ performance against human-generated targeting, the AI model achieved remarkable results.
These results not only highlighted the ability for Lookalike+ to enhance audience engagement and improve advertising efficiency compared to traditional methods, but also played a crucial role in convincing Lifebrands’ client to allocate more budget to CTV prospecting. The impressive performance demonstrated by Lookalike+ helped make a compelling case for increasing investment in top-of-funnel campaigns.
