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Creative That Converts: A Beauty Retailer’s Breakthrough

Inside the Report

29%

Increase in site visitation

21%

Lift in product detail page views

A leading beauty retailer used iSpot’s audience and outcome measurement solutions to connect the impact of cross-platform advertising with lower-funnel site visits. The brand learned how to better gauge the effectiveness of creative and network strategies, refine their media planning process, and more confidently optimize campaigns based on what drives performance.

Challenge

As brands face increased pressure to drive business outcomes and justify media investments, connecting upper-funnel TV exposure to mid- and lower-funnel digital behavior is essential. This beauty brand wanted to verify whether their national TV ads actually drove site visits and product interest—or just impressions.

Solution

Using iSpot’s verified ad detection and person-level attribution, the brand evaluated site visit and engagement lift tied directly to TV exposure. The analysis compared ad-exposed viewers to a matched control group to isolate the true lift driven by cross-platform TV ads. With visibility into metrics like visits per exposed household, product page view rate, and conversion rates by creative and network, the brand gained a clear picture of what was resonating with audiences. This included insights across multiple campaigns, from evergreen awareness efforts to tentpole activations tied to cultural moments.

Results

The brand identified significant differences in performance across creative executions and publishing partners. One activation in particular drove a 29% increase in site visitation and a 21% lift in product detail page views. The findings reshaped their creative development and steered future media buys—shifting investment toward partners and messaging proven to drive business impact. The brand and its agency now use this ongoing measurement approach as a key input to campaign planning, allowing them to optimize in real time and deliver stronger ROI from their cross-platform TV investments.

Findings & Recommendations Made

  • The target audience and all levels of pre-campaign buyers responded well to the campaign. It successfully drove increased transactions, resulting in greater total sales. Ad placements in the weekend daypart and on certain networks were especially effective in delivering positive lift.
  • The campaign positively influenced non-previous buyers and competitive brand shoppers to convert online. iSpot recommended targeting these households with creatives designed to drive online engagement.
  • The brand doubled down on investments where networks show strong performance across various outcomes and audience segments. 
  • Among the target audience, households exposed across both linear and programmatic platforms experienced higher lift in performance metrics compared to those exposed on a single platform. Future campaigns should prioritize cross-platform exposure to maximize impact.