A retail company wanted to assess the impact of targeting and customization by testing different ads over the course of a three week campaign in a single city.
Ten percent of the city’s cable zones were targeted with more affluent products (while the remainder was targeted with regular offers). The product footage, voice-over, and titling were customized based on the targeted offer and response tracking. To create a sense of urgency, the campaign featured an automated countdown until the end of the promotion.
The retailer experienced a 97% increase in response rate and a 10% increase in average order amount compared to the control group. In addition, the automated countdown stimulated an earlier order cycle than that of the control group.
