Best targeting for CPG ROAS?

We’ve partnered with [24]7.ai on several AI-driven display and video campaigns and each have been set up as a clear test of hypotheses that would help drive brand advertising forward. Our latest test was designed to show the return on ad spend (ROAS) differences between:

• Purchase-based targeting (2nd party, from IRI)

• Behavioral/interest targeting (3rd party)

• Contextual targeting

Each test was linked to store-level sales data and a control cell was held out in order to measure the lift that advertising produced. Similar to our other AI efforts, tens of thousands of ads were served as the computer matched headlines with recipes and images for optimal results. (note: creative learnings have been robust as well).

The result was a statistically significant increase in sales and ROAS for ads that were contextually targeted toward passion point environments for the brand.