Cencosud Media and Samsung increase sales with Search Ads 360 Commerce Media
In today's fast-moving retail landscape, success in commerce media relies on connecting brands directly with relevant shoppers. For retailers, this means a new, scalable revenue stream, and for brands, it means transparent, impactful ad spend that drives sales.
Cencosud Media, the media arm of Latin American retailer Cencosud, was looking for new ways to drive results for their brand partners. Their goal was to scale their brands through offsite commerce media while enabling effective optimization and more efficient ad spend.
To achieve this, Cencosud Media partnered with their agency, Hearts & Science, to test Google’s Search Ads 360 Commerce Media beta for their brand, Samsung.
Focusing on brand-specific impact
A key opportunity for any retail media network is moving beyond general sales to deliver clear, brand-specific media optimizations and performance reporting. Cencosud Media recognized this opportunity to efficiently direct Samsung's offsite media dollars to their Samsung TV products, driving scale and demonstrating clear sales performance.
Customizing optimization and reporting for Samsung
The Search Ads 360 Commerce Media beta provided the crucial link between Samsung’s TV campaign spend and direct Samsung TV sales. Cencosud Media and their agency, Hearts & Science, activated Brand Preferred Attribution to filter conversions, allowing them to optimize and report specifically on Samsung TV products.
Hearts & Science played a key role in executing the strategy and optimizing the campaigns to hit Samsung’s target Return on Ad Spend.
Delivering results across the business
Cencosud’s test with the Search Ads 360 Commerce Media beta achieved remarkable results, driving increased sales and profitability for Samsung.
When compared to a general non-filtered campaign, Cencosud’s Commerce Media campaign delivered a 26% increase in Return on Ad Spend for Samsung TV products.
The improved performance also drove significant downstream business impact for Samsung, increasing their average order value by 17% year-over-year. Lastly, they found that the beta contributed to a 5% improvement in category share. Given the strong success of this campaign, Cencosud is excited to scale this approach with additional brands.
