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Growth Spotlight

Scaling with Premium Streaming Sponsorships

Key Results

Using Tatari’s managed service offering, the Boxed eCommerce customer acquisition team worked with their dedicated media buyer to negotiate premium linear opportunities on the most popular shows at the time (Jeopardy and Yellowstone) for a rate they would not have normally received (between a 40%-50% discount). The success of these placements gave Boxed the confidence to continue scaling on streaming TV with a campaign airing during Paramount+’s hit western 1883, resulting in a 16% decrease in CPA and reaching an incremental audience on linear. Boxed continued investing in streaming ad campaigns, appearing in two of the most-watched programs at that time; Life of Beth and The Dropout, with positive results towards both direct response and brand awareness metrics.

"They [The Life of Beth and The Dropout] were part of the cultural zeitgeist and really allowed us to get exposure to potential customers that normally would not have seen us."

DAN MCKAY

DIRECTOR OF CUSTOMER ACQUISITION

BOXED

CPA DECREASED
16%

Campaign Objectives

Expanded Reach

Increase awareness of Boxed’s brand identity and services to new audiences.

Increase Scale

Drive revenue with a blended linear and streaming TV strategy.

Drive Efficiency

Maintain efficiency against both direct response and brand awareness KPIs

Partnership Overview

Boxed is an online eCommerce retailer that sells a wide range of bulk household and office essentials delivered right to your doorstep. The eCommerce customer acquisition team at Boxed used digital channels for direct response campaigns and considered investing in TV to drive brand awareness, with the goal of reaching new audiences, segments, and geographies. Boxed turned to Tatari to help them build an outcome-driven strategy across both linear and streaming TV.

The Boxed team quickly saw that they were able to apply a data-driven approach to measuring TV as a performance channel in addition to their brand goals. Initial results on linear showed they were successfully reaching their target demographic with strong performance across their growth KPIs (CPA and CPV). This gave them the confidence to experiment with premium opportunities on streaming, which resulted in reaching an incremental audience and lower CAC. The Boxed team continues to work closely with their Client Success Managers and Media Buyers to optimize a media plan that utilizes both linear and CTV.

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