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Case Study: Kmart's Creative Driven by Real-Time Insight

TubeMogul turns audience attention back to an iconic American company using real-time analytics




Overview

As part of its rebranding and launch of "Kmart Design," Kmart assembled a team of 250 design specialists from the world's top retailers, design and fashion schools such as Ralph Lauren, Kenneth Cole and Pottery Barn. Media Contacts, Kmart's agency, wanted to reach a specific audience, women and moms, in the right numbers, so TubeMogul PlayTime was chosen for its paid video distribution.



Creative

To get the word out on Kmart Design, the company produced a series of video interviews with key stylists, tours of their studios and latest designs.



Execution

At the outset, TubeMogul distributed the videos to the top video sites and social networks. From there, the videos were promoted through featured video units and other paid placements, targeted via TubeMogul's Mass Audience Segmentation Technology (MAST). MAST continuously gleans insights from video-viewing data from the Internet's top publishers.

Rather than just present data to Kmart after the campaign, TubeMogul actively used data to improve the campaign. After seeing that the majority of online video audiences tend to click away after about a minute, for instance, Media Contacts shortened their next round of videos to around a minute each.



Results

Initial results were successful: Kmart's videos achieved 861,672 user-initiated views in a matter of a few weeks and exceeded industry benchmarks for average time-watched (see below).

More profound to the company's bottom line, TubeMogul revealed that of the IAB ad units Kmart bought for several of their videos, BlogHer delivered a cost-per-view 271.1% cheaper than CafeMom for about the same amount of overall viewing time.







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