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Shutterfly attributes purchases to cross-screen advertising tactics

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Author
Corey Rice
Content Marketing Strategist
Jan 7, 2018
2
MINUTES 
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Shutterfly wanted more cross-screen measurability to identify the incremental effect from TV and digital ad exposure on website visits and purchases.

Strategy

Samba TV and Shutterfly identified the top performing networks to help prepare for vendor negotiations and tracked purchases driven by TV and digital ad exposure to measure lift from cross-screen advertising tactics.

Insights

Incremental lift: Exposure to digital ad first and TV last, or vice versa drove 96% higher conversions than the same type of first and last ad exposure.

Network Optimization: While Hallmark was the top performing network, increasing exposure on networks like Freeform could help drive higher purchase rate.

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