ShopRite Online Video
OBJECTIVE
Build awareness of featured ShopRite items and seasonal sale events
AUDIENCE
W25-49 within the Shoprite Footprint
CHALLENGE
Increase overall Video Completion Rate (VCR)
THE WORK
MethodGroupe used a combination of placements, tactics and targeting across various networks to increase overall Views and Completed Views. Targeting Tactics included contextual, behavioral, prospecting & retargeting. Segment Targeting included Grocery Store Intenders, Competitor Shoppers & Third Party Audiences.
We saw a 46% increase for VCR since first launching OLV in 2017 (54% to 82% VCR). A highly efficient CPCV, decreasing by 20% YOY from $0.05 to $0.04. A secondary awareness KPI of Click Through Rate engagement has improved YOY as well with an 8% increase (0.42% vs. 0.39%). Targeted in-market users had the highest VCR at 97%, in the last year, compared to blended (86%) and general demo targeting (72%). Some budget testing done to include Adults 18+ is leading us to expand budgets for the future. Additional future opportunities include targeting Hispanic audience members.