Case Study
Upwave boosts web domain provider’s ad campaign with analysis and real-time recommendations
Brands are often looking for ways to optimize their marketing budgets so that every dollar is spent efficiently. To maximize their marketing impact and take accountability for the media partners that promote and host their ads, they need tools to evaluate their campaigns.
A large internet domain registrar and web host ran a yearlong ad campaign across digital and connected TV channels using Amazon Ads. The brand wanted to know how well their campaign was driving awareness and consideration among their intended audience: consumers between 18 and 54, entrepreneurs, and business decision-makers.
Upwave, an Amazon Ads partner providing brand advertising analytics, had the solutions that this brand needed to evaluate their Amazon Ads campaign against key performance indicators (KPIs). Upwave’s analytics solution uses purpose-built algorithms, causal analysis, and comparison tools to provide actionable recommendations. The web domain provider worked with Upwave to measure the reach and lift of Amazon Ads against campaign goals. During the year, Upwave’s solution helped the brand assess and improve the campaign outcomes.
Gaining a vision of the campaign using Upwave’s solutions
Upwave offers three approaches to help brands quantify and optimize their marketing campaigns.
Brand Optimization reveals the relative performance between different marketing tactics in real time, empowering the brand to optimize their campaign midflight. For the web domain provider, this solution provided actionable recommendations by determining whether certain tactics were likely to help the campaign.
Brand Reach uses real attitudinal insights and machine learning to verify that a campaign is reaching the intended audience. Using this tool, the web domain provider could quantify their reach and lift in Amazon Ads against KPIs.
Brand Outcomes demonstrates the connection between advertising investment and customer outcomes. The web domain provider uses it to see which tactics are most successful in spurring customer engagement and how those techniques could help with retaining customers in the future.
Collaborating with Amazon Ads and Upwave to understand the audience
The Amazon Ads team and Upwave collaborated to identify the web domain provider’s campaign objectives and intended audience. When people viewed ads for the web domain provider on display media or Streaming TV, Upwave tracked the audience's responses and evaluated whether there was an increase in their awareness or consideration toward the web domain provider.
Through these approaches, Upwave identified the most effective marketing tactics and audience segments that were most likely to be responsive. Based on this information, the Amazon Ads team collaborated with internal and external partners to optimize their strategies to help enhance the overall campaign performance.
— Jon Stewart, senior vice president of customer success and analytics, UpwaveUpwave helped Amazon Ads measure which tactics were best at achieving campaign goals and how audience penetration could help better understand how many people were driven to consider the brand. This helped the Amazon Ads team optimize toward better-performing tactics during the campaign
Adjusting the campaign to lift awareness and consideration
By using Upwave’s solutions to measure the campaign, Amazon Ads reached the intended goals and drove a statistically significant lift for both awareness and consideration KPIs. The campaign resulted in a 14% lift in awareness and a 16.3% lift in consideration among primary decision-makers for web services.1
The campaign also helped increase awareness and consideration for the web domain provider across the intended age groups. For 18-to-24-year-olds, awareness increased 4.6% and consideration increased 2.6%.2 Among 25-to-34-year-olds, awareness increased 9.5% and consideration 6.4%.3 In the 35-to-44 age bracket, awareness increased 17.2% and consideration 11.5%.4 And for people between the ages of 45 and 54, awareness increased 9.4% and consideration 7.4%.5
By using Upwave’s solution, the web domain provider observed that Streaming TV ads outperformed other ad types. The campaign had the most impact on people who viewed the ads 3x or 4x, and brand and omnicommerce creative concepts outperformed other creative concepts. Drawing on this information, the web domain provider was able to improve the campaign even while it was in progress. The web domain provider benefited from using Amazon Ads and Upwave solutions despite not selling a product on the brand Store. The use of Upwave and Amazon Ads successfully helped measure customer awareness and consideration for the brand, and it showed a boost in the return on investment from their marketing campaign.
“Amazon Ads proved to be a high-value brand-building tool for the website domain provider,” said Jon Stewart, senior vice president of customer success and analytics at Upwave. “Upwave’s analysis helped the brand reach their intended audience.”
1-5 Source: Upwave, United States, 2023.