HICKIES measured the effectiveness of their TV advertising campaigns on driving sales on Amazon. They partnered with Tatari, a data analytics company, to track ad impressions and measure responses across linear TV and streaming platforms. Tatari's analysis found that 60% of additional sales generated by HICKIES' TV ads came directly from Amazon, with TV allowing them to prospect new customers at scale. The data showed that TV ads led to an increase in on-site conversion rates on the HICKIES website and incremental sales on Amazon for up to 60 days after an ad aired.

1. How HICKIES
measured TV ads
driving Amazon sales
Gaston Frydlewski
CEO HICKIES
Philip Inghelbrecht
Co-Founder and CEO Tatari

3. MEET THE
EVOLUTION OF
SHOELACES
INSTALL ONCE
SLIP ON FOREVER

4. HICKIES TIE-FREE LACES
MAIN FEATURES
WORKS IN ANY
SHOES WITH EYELETS
INSTALL ONCE
ONE SIZE
FITS ALL
ELASTIC
COMPRESSION
WATERPROOF
ADJUSTABLE
TIGHTNESS
FLEXIBLE
SLIP ON &OFF

5. HICKIES
Marketing
Mix
HICKIES employs a
diversified marketing
mix of digital and
traditional offline
channels, including:
Digital
Market
places
TV
Out of
Home
Lower
Margin
4x
Conversion

6. Tatari is a data & analytics
company focused on buying
and measuring ads across
linear and streaming TV.

8. TV Advertising has Evolved
Creative Entry Cost Media Pricing Measurement

9. TV Advertising has Evolved
Creative Entry Cost Media Pricing
50 K0
Measurement

10. TV Advertising has Evolved
Creative Entry Cost Media Pricing
Spend
$103,069
Measurement

11. TV Advertising has Evolved
Creative Entry Cost Media Pricing Measurement

12. 100M people see the same ad once
the same person sees the ad 100M times
TV Advertising has Evolved
Creative MeasurementEntry Cost Media Pricing
Both Equal
1 GRP

13. TV Advertising has Evolved
Creative MeasurementEntry Cost Media Pricing
Measured
Like
Digital

14. TV is no longer
offline
StreamingTV
LinearTV
100%
impressions
~10M
DEVICES
VIZIO
~18M
DEVICES
VIZIO + LG
~40K
HOUSEHOLDS

15. Direct vs Delayed
View-through Visitor Rate
ResponseRate
Incremental Visitor Rate
Minutes 1 Week 1 Month
Time Since Impression
Incremental Visitor Rate
View-through vs Incremental

16. IP-level data gives a whole new meaning
to ”old” Reach and Frequency metrics
Frequency
1
Devices(Reachin000's)
2 3 4 5 6 7 8 9 10+
5000
10000
15000
Frequency
1
Devices(Reachin000's)
2 3 4 5 6 7 8 9 10+
5000
10000
15000
20000
112M
Devices
July – August 2018 September – October 2018
39M
Devices

17. *Adeptmind May 2018
X
How do people respond to a TV ad?

18. *Adeptmind May 2018
50%of US internet users
start their product
searches directly
on Amazon!*
People also search on Amazon
X

19. People are
(ir)rational
Convenience: no payment
or account set up
Assume “Amazon is
always cheaper”
Think: Shipping
and returns are easy
Amazon Prime is “Safe”

20. TV allows for
Prospecting at Scale
10.5%
Amazon
3.5%
Website

21. Amazon Baseline + Lift from TV airings
Minute Since TV Airing
…while onsite conversion rate
increased 35% month over month
-20 0 20 40 60 80
-0.0001
0.0000
0.0001
0.0002
0.0003
0.0004
0.0005
0.0006
Response Profile for Amazon Sales
RelativeResponse
TV Ad
Airs

22. TV drove additional
sales (via Amazon)
Website
(Dashboard)
60%Additional TV sales
came from Amazon
Amazon
(Immediate only)
Immediatesales
Source
Sales vs. Source

23. Marketing
spend can be
accounted for
Key Takeaways
Don’t be afraid
of amazon
Take a digital
approach to TV
advertising
Leverage TV to drive
amazon sales
Data & analytics
to the rescue
It should be
part of your
sales strategy
#1 #2 #3

24. Thank You!
Gaston, HICKIES
@gastonfrydle
Philip Inghelbrecht, Tatari
@Inghelbrecht

25. Q&A