Overview

In collaboration with a leading Shopify Plus-powered retailer, we conducted a study to evaluate the effectiveness of new retail media ad formats, specifically shoppable video and sponsored display ads. The campaign focused on Optibac’s best-selling probiotic product, "Everyday Original," and sought to understand the impact of embedded, relevant retail media ad formats on product sales and category growth. The introduction of auto-rolling shoppable video ad reels, supported by additional sponsored display and product detail page (PDP) ads, yielded impressive results.

The campaign was further optimised using Zenbundle’s event-driven CDP, which matched the Optibac ad to relevant audiences based on their shopping behaviour. By leveraging our privacy-compliant, event-driven shopping technology, we ensured that the ads were shown to users who were most likely to engage and convert, maximising the impact of the campaign.

Objectives

- Primary Goal: Measure the impact of shoppable video ads and sponsored display ads on the sales of Optibac’s "Everyday Original" probiotic.

- Secondary Goal: Assess the growth in the product’s category share as a result of the multi-format campaign.

Campaign Details

- Campaign Duration: 3 Weeks

- Retail Media Ad Formats: Short-form auto-rolling shoppable interactive video, sponsored display, and product embed ads.

Key Outcomes for Optibac's "Everyday Original"

1. Strong Video Engagement:

   - The shoppable video ad auto-rolled, engaging thousands of users, with over 9 in 10 users viewing at least 85% of the video content and 31% of users clicking to interact with the ad.

   - This high level of engagement demonstrated significant interest, with many users clicking through to learn more about the product.

2. Performance of Shoppable Video:

   - Shoppable video ads laid the foundation for the campaign, driving 91% of the overall user engagement and achieving a 33% unique user CTR, creating substantial visibility for "Everyday Original."

   - The deep engagement provided a strong baseline for the additional retail media ad formats introduced later in the campaign.

3. Sales Boost After Sponsored Display Ads Introduction:

   - After establishing an engagement baseline with shoppable video, additional sponsored display and product detail page embed ads were introduced. Combined the retail media ads resulted in a 238% increase in sales over the same period from the previous month without ads.

   - This multi-format retail media approach enhanced the campaign's performance by reaching users at highly relevant moments in their purchase journey.

4. Growth in Category Share:

   - The product’s share of the probiotics category increased from 1.67% to 4.18%, representing a 2.51 times growth in category share for Optibac "Everyday Original". This growth is attributed to the combined impact of the shoppable video and sponsored display retail media ads.

The Value of Multi-Format Retail Media Campaigns for Advertiser Brands Like Optibac

1. Event-Driven Targeting for Relevant Audiences:

   - Using Zenbundle’s event-driven CDP, the campaign effectively matched the Optibac ads to relevant audiences based on their shopping behaviour. This approach ensured that the ads were delivered to users at moments when they were most likely to engage, resulting in better engagement and conversion rates.

2. Deep User Engagement with Shoppable Video:

   - The fact that over 90% of users viewed the video before taking action illustrates the high engagement potential of shoppable video ads. Even if some users chose to dismiss the ad, the majority were exposed to the product message for an extended duration, increasing brand recall and awareness at a critical shopper moment.

3. Synergistic Multi-Format Strategy:

   - The integration of shoppable video, sponsored display, and product detail page (PDP) ads resulted in a more effective campaign, providing users with multiple opportunities to engage with the product across different formats at highly relevant moments.

4. Measurable and Actionable Insights:

   - The combination of video and display formats provided valuable insights into consumer engagement, enabling advertisers to see how users interacted with the content and make informed decisions based on those actions.

Conclusion

This campaign demonstrated the power of Zenbundle’s retail media platform, leveraging both shoppable video and sponsored display ads, along with event-driven targeting powered by Zenbundle's CDP. The collaboration drove significant sales and category growth for Optibac’s "Everyday Original." The high engagement with the shoppable video—where users watched over 90%—along with the 238% uplift in sales and 151% growth in category share, shows the potential for brands to capitalize on programmatic, multi-format retail media solutions, like Zenbundle’s plug-and-play Shopify app.

If you want to find out more about how Zenbundle's Retail Media Platform can drive engagement and sales through performance marketing book a demo today