How Native Pet drove a 2.3x higher likelihood to purchase by optimizing their Streaming TV ad frequency with Gigi
Native Pet, a dog and cat supplements brand that harnesses the nutritional power of whole food ingredients, was looking to acquire new customers by driving awareness of their brand promise—a commitment to creating the highest-quality products in pet nutrition. To do this, they needed to educate prospective customers, leveraging the power of strong creative with Streaming TV (STV) ads.
Following their experimentation with STV ads in 2023, Native Pet saw the potential of STV for their brand awareness campaigns but became aware of the immediate challenges of extracting and analyzing these insights. To address these challenges, Native Pet turned to Gigi to better understand the impact of their Streaming TV strategy as they increased investment across 2024.
Ad frequency becomes a powerful lever for new-to-brand detail page views
Working with Gigi, Native Pet kicked off their 2024 STV strategy with an initial campaign to increase awareness for a newly launched product. Using the top 80% percentile of their highest LTV customers across both Amazon and Shopify as a seed audience, Native Pet used Gigi to build Amazon Marketing Cloud lookalike audiences that drove a higher Average Order Value (AOV), purchase rate and branded searches over other audiences used. Additionally, with Gigi’s frequency reporting, Native Pet discovered that customers who viewed an ad 5-9 times within a 30-day period had a 1.4x more likelihood of landing on the detail page than other frequencies.
While brands commonly think of frequency as a cap to mitigate ad fatigue and erode brand trust, in working with Gigi, Native Pet discovered the power of ad frequency as a strategic lever to cement their brand promise to potential customers, drive new-to-brand detail page views, and ultimately increase sales.
The challenge of optimizing toward a specified ad frequency
While planning their 2024 Prime Day STV campaigns, Native Pet wanted to increase their ad frequency based on the results of their Q1 campaign, but achieving this would pose some challenges. Native Pet would either have had to reduce their audience pool (limiting their potential reach) or increase their budget, which was impossible due to their fixed STV campaign budgets.
However, through Gigi, Native Pet leapt at the opportunity to participate in the goal-based bidding beta for target frequency optimization on Amazon DSP. This allowed them to express their target weekly frequency of 5-9 times directly in the Gigi app and enable the Amazon DSP machine learning capabilities to optimize toward their goals.
“Educating potential customers about the pet supplements category and our premium products was a key focus for Prime Day,” says Nate Taminger, Ecommerce Manager at Native Pet. “But to do this, it was crucial for us to meet our desired ad frequency. Working with Gigi, they were able to help us address the challenges we faced, allowing us to meet our target frequencies without compromising on our audience pool or budget.”
Access to the Gigi 1P Platform ensures proper audience negation
Additionally, Native Pet leveraged Gigi’s 1P Platform to enhance audience targeting and outcome-based measurement of their Prime Day campaign. They created lookalike audiences of their top 80% percentile of their highest-spending customers across Amazon and Shopify to ensure they only targeted new-to-brand customers, they negated past purchasers on both Amazon and Shopify over the last 365 days.
Enhanced audience targeting and measurement results with Gigi
Working with Gigi across their Prime Day campaign, Native Pet discovered that users were 5.9x more likely to purchase after viewing an STV ad, Amazon DSP display ad, and Sponsored ad combined than just viewing a Sponsored ad. This combination of ad units resulted in an impressive 2% purchase rate, 87.5% higher than the average purchase rate of all other ad unit combinations.
Additionally, when analyzing their STV ad exposure at any time across the user journey (assisted) versus STV being the last ad a user was exposed to (last touch), Native Pet saw:
120.9% higher purchase rate
66.6% higher Detail Page View Rate
28.6% higher Sponsored Ads Click-Through Rate
107.7% higher Sponsored Ads Conversion Rate
With a focus on meeting specified frequencies across their campaign, Native Pet saw their highest purchase rates come from their 4-9 frequency bucket with a 2.3x higher likelihood to purchase versus other frequencies. Finally, their Prime Day campaign resulted in a $1.23 First Touch ROAS, 5.8% higher than their Last Touch ROAS of $1.16 during a 60-day lookback window.
“Without Gigi’s robust targeting and measurement capabilities and access to innovative betas, our team would not be able to execute and drive such significant results across our Streaming TV campaigns. They have acted as an extension of our team at Native Pet, providing a much-needed technical skill set that we wouldn’t otherwise have had access to.”
Daniel Schaefer, Co-Founder at Native Pet