At A Glance
During the year's most competitive promotional window, a large holdco agency used Experian Curated Deals to activate a 27 million-person luxury gift-giving audience across premium connected TV (CTV) inventory for a national technology brand. The brand saw a 128% lift in search revenue and an 84% increase in search sessions with several products selling out.Key takeaways
- Experian Curated Deals connected a 27 million-person luxury gift-giving audience with premium CTV inventory for a national technology brand.
- A single deal structure gave a large holdco agency access to multiple publishers through Experian’s direct supply integrations.
- The campaign coincided with a 128% increase in search revenue and an 84% increase in search sessions during Black Friday and Cyber Monday.
- The agency paired audience data with a supply-side platform (SSP) and used ongoing communication between data and supply to manage household reach week over week.
What challenge did the brand and its agency face heading into Black Friday?
A national technology brand and its agency needed to reach high-value gift shoppers after the brand reduced traditional broadcast TV spend. The agency used Experian Curated Deals to activate a targeted CTV campaign and track search activity and revenue during the promotional period.
Black Friday and Cyber Monday represent a meaningful share of annual revenue for the national technology brand. With cautious budgeting prompting the brand to pull back on traditional broadcast TV, its agency needed another way to reach luxury gift-giving shoppers at scale during this key sales period.
The brand’s goals:
What are Experian Curated Deals?
Experian Curated Deals combine premium data and premium inventory in private marketplace (PMP) deals activated through Deal IDs. This approach gives agencies a way to reach defined audiences in premium CTV environments through a unified deal structure.
With Experian Curated Deals, agencies can:
For agencies working across complex media buys on behalf of brand clients, Experian Curated Deals provide a curated path to high-value audiences that produces measurable outcomes.
How did the agency use Experian Curated Deals?
The agency used Experian Curated Deals to identify and activate a Luxury Gift Givers audience of 27 million people, sourced from publisher-derived audience data across entertainment, sports, lifestyle, and e-commerce networks.
The agency activated the audience across premium CTV channels through Experian’s direct supply integrations, including AMC Networks, Discovery, FOX, Pluto TV, Sling, and Vevo. The Deal ID structure brought audience and inventory together across publishers.
The agency paired Experian’s audience data with a well-known SSP in what the team described as a first-to-market collaboration. The team maintained communication between data and supply throughout the campaign, with a feedback loop that supported household reach week over week as Black Friday and Cyber Monday approached.
“Our focus on strategic supply partnerships, and on forging alliances that deliver business outcomes for our clients, led to this first-to-market collaboration. We paired Experian’s audience data with a well-known SSP to activate a data-driven approach to connected TV. The ongoing communication bridge and feedback loop between data and supply unlocked reach and efficiency potential for impressions against high-value, underserved audiences.”
Large Holdco AgencyManaging Director, Client Leadership
What results did the brand see?
During the Black Friday and Cyber Monday period, search revenue increased 128% and search sessions increased 84%. The campaign exceeded the brand’s sales goals for the promotional period, and several products sold out.
- 128% increase in search revenue over the Black Friday and Cyber Monday period.
- 84% increase in search sessions over the same window.
Download the full case study to see the complete results and methodology behind this collaboration.
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FAQs
Experian Curated Deals unify premium data and premium inventory into optimized private marketplaces that solve identity fragmentation and simplify activation. With ID-based and ID-less segmentation, brands and agencies can access first-party publisher audiences, Experian syndicated data, partner segments, and predictive contextual signals through Deal IDs.
CTV combines the reach and impact of television with the targeting precision of digital, but addressability in that environment has historically been a challenge. Traditional broadcast approaches can’t identify or segment specific audience segments at scale. Experian Curated Deals solve for this by connecting verified audience data with curated supply, so campaigns can reach the right households rather than just the right dayparts.
The team tracked search sessions and search revenue over the Black Friday and Cyber Monday window. Household reach grew week over week as the campaign progressed, and that compounding exposure correlated directly with the 128% lift in search revenue and 84% lift in search sessions. The exposure data from the campaign also created a foundation for a companion retargeting strategy.
The agency paired Experian’s audience data with a leading SSP to activate a data-driven approach to CTV that the Managing Director of Client Leadership described as a first-to-market collaboration. The ongoing communication bridge between data and supply was central to delivering reach and efficiency against high-value audiences.
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