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SUCCESS STORY

Understand your media mix and measure incremental uplifts with Amazon DSP

Discover how Sofinco leveraged AMC to gain precious insights about their upper funnel activations with Numberly

The context

In December 2024, Sofinco partnered with Numberly to execute a video branding campaign integrating an upper-funnel DSP activation aimed at reaching existing customers, measuring incrementality, and driving engagement to Sofinco’s website. The campaign, which ran from December 3, 2024, to January 31, 2025, was exclusively targeting Sofinco’s first-party data. It focused on three main channels: Amazon Prime Video, Twitch, and VOL. The campaign ran a 30-second TV spot, with a thorough incrementality measurement strategy designed to identify how frequency and channel mix influenced conversions.

 

Objectives

  • Better understand the importance of media mix through upper-funnel DSP activation, helping in allocating budgets more effectively by analyzing reach, channel synergies, and engagement across multiple levers.
  • Highlighting the importance of incrementality measurement, achieved through test-and-control audience splits, to accurately isolate the performance uplift from exposed users and drive data-driven optimization in the media mix.

Campaign Overview

By prioritizing upper-funnel DSP activation and a data-driven incrementality measurement framework, the campaign generated over 6,5 million impressions and over 5 million 100% video completions. Approximately 85% of the budget went to Prime Video and Amazon VOL, ensuring maximum reach and engagement among Sofinco’s first-party audience. This strategic focus on first-party data enabled precise targeting and provided valuable insights into how frequency and channel mix influenced overall campaign performance.

Key Performance Indicators

49,8%

was the overall 100% video completion rate

€0,028

Average Cost per completed video

Upper-Funnel DSP activation

Upper-Funnel DSP activation had a pivotal role for Sofinco’s campaign success because it built broad brand exposure while fostering deeper engagement. By placing the 30-second video ad on platforms like Prime Video, Twitch, and on VOL placements, Sofinco reached its existing customer base in premium, attention-rich environments. Moreover, exclusively targeting Sofinco’s first-party data through these DSP channels enabled precise audience reach and allowed for robust incrementality measurement. This approach ensured that each additional exposure meaningfully contributed to site visits and engagements. Therefore, upper-funnel DSP activation provided the scale, quality, and data-driven insight required to demonstrate both immediate and long-term campaign impact.

Incrementality Measurement

Using a test-and-control methodology, the campaign showed a positive and significant uplift in site visits and conversions among exposed users. Individuals who saw the spot at least once experienced a 64% uplift in site visits, and those exposed five or more times showed a 91% uplift in visits. This highlights how repeated exposures can enhance campaign effectiveness.

Conclusions and Recommendations

  • Leverage Incrementality Insights

The study demonstrated that the multi-channel video strategy contributed to a measurable uplift in key performance indicators. Building on AMC data, Sofinco can refine frequency caps and prioritize channels that drive the highest incremental value.

  • Focus on Channel Synergy

Data showed that pairing VOL and Prime Video yields a higher conversion rate than single-channel exposure. Future campaigns should allocate budgets with a balanced approach, ensuring that cost-effectiveness is paired with engagement-driving placements.

  • Integrate Offline and Online Data

Continued use of AMC for deeper analysis, such as incorporating offline metrics, will help audience selection, messaging sequence, and frequency. This holistic approach ensures that the next wave of video branding campaigns aligns effectively with both short-term KPIs and long-term brand-building goals

Sofinco’s campaign exemplifies how upper-funnel activation and incrementality measurement work hand in hand to create tangible marketing impact. By delivering a compelling brand message across DSP touchpoints, Sofinco not only confirmed the effectiveness of its strategy but also unlocked actionable insights to shape future campaigns.
For any brand seeking to elevate awareness, strengthen engagement, and demonstrate real ROI, Sofinco’s approach serves as a proven use case. By measuring brand activation through first-party data and lower-funnel KPIs, while leveraging high-impact video ads within a robust test-control framework, the campaign provided clear, measurable insights into its effectiveness, driving both immediate and long-term brand success.

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