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.
Ready to get started with Curated Deals?
Explore related case studies to see how other brands and agencies are driving measurable outcomes with Experian Curated Deals. Contact us to talk through how curated, audience-anchored deals could help your team move fast on your next campaign.
Contact us
Click here to view Experian’s U.S. Consumer Data Privacy Notice.
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
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.
Latest posts
Experian’s 2024 Holiday spending trends and insights report covers consumer spending trends for the holiday season.
In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in adtech. Today’s interview is with Georgia Campbell, Head of Strategic Partnerships at Kontext. What types of audiences does Kontext provide, and what are some top use cases for these insights in marketing strategies? Kontext leverages its 1st-party, deterministic shopping data to generate real-time online audiences. What sets Kontext apart is our ability to see the entire consumer journey, from shopping interest to intent and purchases, at a SKU-level. This comprehensive visibility allows us to create purchase-based audiences across various consumer verticals, such as frequent online shoppers, consumers shopping for beauty, segments using Mastercard, or Black Friday enthusiasts. Our data engine, built on a foundation of approximately 100 million consumer profiles and over 10 billion full-funnel, real-time shopping events, enables the creation of precise audience segments. This real-time 1st-party shopper data is invaluable for partners aiming to understand and engage with consumers more effectively. Whether a brand wants to activate past shoppers in a specific category or reach new audiences with a propensity to buy, Kontext provides the insights needed to make informed decisions. Some examples of audience types include these (and hundreds more): In-Market Shoppers: Consumers showing high intent to purchase specific categories, like skincare or electronics, based on recent online behavior. Past Purchasers: Shoppers who have made verified purchases within specific time frames, such as beauty products in the last 18 months. Frequent Shoppers: High-frequency buyers identified through repeated purchasing behaviors. Seasonal Shoppers: Consumers active during key shopping seasons, like Black Friday, Mother’s Day, Valentine’s Day, etc Premium Buyers: Shoppers who used a premium CC (eg. Amex) and a higher AOV (average order value) Beauty Buyers: an audience that has indicated intent to purchase beauty products (deterministic past purchasers also avail) By using Kontext data, brands can identify the right audiences across multiple verticals, such as retail, CPG, health & wellness, auto, business, energy & utility, financial, and travel. Additionally, our collaboration with Experian allows further refinement of these audiences through layered data from specialty categories like demographics, lifestyle & interests, mobile location, and TV viewing habits. How is Kontext’s data sourced, and what differentiates it from other data providers? Kontext’s data is unique because it is deterministic, 1st-party, and collected as transactions occur. We capture the entire path-to-purchase, down to the SKU-level product detail, across 100 million consumer profiles and more than 10 billion real-time shopping events. Our proprietary technology, embedded in widgets across our 5 million premium online destinations, tracks the full consumer journey—from reading an article of interest to clicking on our dynamic commerce modules, adding items to cart, and completing purchases. This real-time data collection ensures there is no lag between digital events and their connection to consumer profiles. Unlike other providers, we do not aggregate data from multiple platforms; instead, we focus on building our models and insights based on authentic online consumer behavior. Our data stands out due to its: Deterministic Nature: We capture 1st-party data as transactions occur (all in real time) Full-Funnel Coverage: We capture consumer journeys from awareness to purchase, providing a complete view of consumer behavior. Real-Time Insights: Our data engine processes events in real-time, enabling timely and relevant marketing actions. How does Kontext ensure the accuracy and reliability of its audience data? Kontext ensures accuracy and reliability through our unique technology and direct data sourcing. By not aggregating data from other platforms, we maintain control over the quality and integrity of our insights. Our continuous investment in refining our models around online consumer behavior further enhances the precision of our audience data. What types of brands or verticals might resonate the most with Kontext audiences for activation? Any brand looking to understand and activate online shopping behavior – informed by 1st-party transaction data – will resonate with Kontext audiences. Essentially, any vertical that benefits from understanding real-time shopping behaviors, such as retail, health & wellness, auto, and financial services, will find our data invaluable. We have particularly strong insights in beauty, hair care, health & wellness, and values-based online shopping habits, as well as the food & beverage space. Retail & Consumer Goods: Leveraging shopping behavior data for targeted campaigns. Health & Wellness: Identifying consumers with specific health and wellness interests. Automotive: Targeting potential buyers of electric vehicles or eco-friendly products. Financial Services: Engaging high-value shoppers with premium credit card usage. And many more How does Kontext’s data help advertisers navigate the challenges posed by the deprecation of third-party cookies? As third-party cookies become less reliable, Kontext’s 1st-party data becomes invaluable. Our deterministic data engine, which does not rely on cookies, offers: Direct Consumer Insights: Accurate and consented data directly from consumer interactions. Privacy Compliance: Our data collection methods are fully compliant with privacy regulations, ensuring secure usage. Cross-Device Coverage: We use verified digital identifiers, allowing seamless unification and targeting across multiple devices. What measures does Kontext take to maintain data privacy and compliance, and how does this benefit advertisers? Data privacy and compliance are fundamental to Kontext. We meet or exceed all privacy compliance and security standards, ensuring that our data sourcing and usage are transparent and comply with regulations (CCPA, CPRA, VCDPA, etc). Kontext prioritizes data privacy and compliance through: Consented Data Collection: All data is collected with explicit consumer consent. Robust Security Protocols: Data is encrypted and secured with industry-leading practices. Compliance with Regulations: We adhere to global privacy laws, including GDPR and CCPA. User Control: Consumers have the ability to opt-out and manage their data preferences. Can you share success stories / use-cases where advertisers significantly improved their campaigns using Kontext’s data? To give you a sense of how Kontext data can be applied, here are two use-cases: Beauty Brand Campaign: An agency hoping to activate an audience of beauty purchasers for a Major Beauty Brand could utilize Kontext’s custom audience of high-value beauty product purchasers. By targeting those consumers who had bought similar products in the last 12 months and had an average cart size of over $50, the campaign would significantly increase performance and ROAS. Electric Vehicle Launch: For a major auto manufacturer’s EV launch, Kontext could be used to identify eco-friendly consumers who had not yet purchased an EV but had shown interest in sustainable products. This precise targeting could lead to higher engagement and conversion rates for the campaign. Thanks for the interview. Any recommendations for our readers if they want to learn more? For those interested in learning more about Kontext, reach out for a personalized consultation. Contact us About our expert Georgia Campbell, Head of Strategic Partnerships, Kontext In her current role as Head of Strategic Partnerships at Kontext, Georgia plays a pivotal role in shaping the company’s strategic direction within the data space. With a deep-seated expertise in leveraging data to drive impact for companies, Georgia has been forging key partnerships that enhance the effectiveness and reach of Kontext’s offerings. Georgia comes from a background in emerging technology, where she has been focused on cultivating partnerships and employing data-driven approaches to spearhead market expansion efforts. She started her career in finance, managing investments across equity, debt, and alternative assets at Brown Advisory. In this Q&A, Georgia shares her insights on Kontext’s Onboarding partnership with Experian, offering perspective on how Kontext’s unique insights can unlock new opportunities for advertisers and brands alike. Latest posts
Experian is the neutral connective layer for commerce media networks, strengthening identity and data across your existing stack.