LG Display and DigitalFirst unlock new ways to increase brand awareness

Since 2013, LG Display has provided organic light-emitting diode (OLED) panels to television manufacturers, enabling people to experience vivid, comfortable and environmentally-friendly OLED’s images replicated from nature. Even as consumers have shown greater interest in premium-quality screens, LG Display faced challenges in convincing them the premium value of OLED Screens. Specifically, LG Display needed to build awareness about the unique benefits of OLED technology among audiences, despite not being the actual seller on Amazon, but rather to assist OLED TV manufacturers selling on Amazon.

To address these issues, LG Display teamed up with Amazon Ads partner DigitalFirst Inc (DigitalFirst) on an OLED brand-awareness campaign ahead of Prime Day. According to a number of key performance indicators, their efforts proved to be a success for LG Display.

DigitalFirst created special landing pages (SLAs) that empowered LG Display to structure content freely and gain full access to Amazon Ads signals and solutions. They then helped LG Display segment their customers into three interest groups – gamers, home theatre enthusiasts and general TV buyers – so that the brand could better tailor their audience messaging. This customer-centric approach yielded high engagement in the months leading up to Prime Day. To drive Prime Day sales, DigitalFirst maximized customer reach using over-the-top (OTT) Streaming TV ads that reached customers with old TVs which are more than five years old and conveyed the advantages of OLED TVs.

LG Display also applied insights throughout the campaign to optimize impact. They used Amazon DSP to conduct creative A/B testing, which showcased how their customers were segmented in different regions and stages of the marketing funnel. This helped them tailor their messaging to better appeal to each group.

In addition, LG Display relied on information from Amazon Marketing Cloud (AMC) for in-depth customer journey and daily conversion analysis. These insights made LG Display better able to identify both the highest-value audiences and the most active conversion time periods, empowering them to broaden their reach more effectively with OTT ad campaigns.

Using audience categorization and tailored messaging, LG Display and DigitalFirst successfully communicated the benefits of OLED to their customers, as U.S. ad traffic increased by an average of 38% during the campaign.¹ In addition, LG Display OLED brand awareness rose by 16%, further demonstrating the effectiveness of the messaging.²

LG Display and DigitalFirst also saw their efforts lead to more sales on Prime Day. By educating customers after the initial awareness campaign, preferences for OLED screens increased by 11% compared with the previous year, according to an Amazon Brand Lift survey.³ As a result, LG Display’s Prime Day campaign achieved a return on ad spend of 5,916% in the United States.⁴

DigitalFirst’s innovative use of SLAs created new opportunities for both LG Display and other non-endemic advertisers, earning them recognition as a finalist for the 2023 Creative Brand Building Award. Their efforts also demonstrated how OTT advertising techniques can help drive results in branding campaigns. Building on these experiences, DigitalFirst plans to continue working with non-endemic advertisers from a variety of other industries, including gaming, automotive and financial.