In a remarkable success story for the furniture retail sector, DFS has seen a dramatic 600% increase in return on ad spend (ROAS) by taking its programmatic advertising operations in-house. Since DFS began managing its programmatic advertising independently with Quantcast’s platform in 2021, the company has witnessed significant advancements in its ability to drive sales, particularly within its upholstery and beds ranges. Initially, DFS partnered with Quantcast through an agency in 2011, but the decision to transition to an in-house approach has paid off exceptionally well, reflecting a sharp strategic shift toward more precise audience targeting and optimized ad spend.
The transition to an in-house programmatic advertising model has allowed DFS to achieve targeted incremental gains on product range cost per acquisition (CPA). This shift has not only resulted in a substantial positive impact on sales year-round but also optimized the advertising spend on distinct product categories. Catherine Woodward, DFS’s Head of Digital Marketing, lauded Quantcast’s user-friendly platform for its role in streamlining audience segmentation and providing precise measurement of incremental impacts. This, she noted, has been pivotal in facilitating deeper market insights and guiding more strategic investment decisions.
The partnership between DFS and Quantcast signifies a broader trend of retailers gravitating towards in-house advertising solutions to bolster effectiveness and agility. Notably, Ellie Lane of Quantcast emphasized the remarkable growth in incremental sales and overall ROAS since DFS assumed control of its operations. Such results underscore the platform’s capability to demystify the complexities of omnichannel advertising, allowing businesses to focus on achieving measurable outcomes. The ability to simplify the complex tapestry of cross-channel advertising efforts is a key strength of Quantcast’s solution, which has proven beneficial for DFS.
The DFS-Quantcast collaboration has exemplified the powerful benefits of accurate audience targeting, precise incremental impact measurement, and a streamlined advertising process. Bringing programmatic advertising in-house has enabled DFS to harness these advantages to their full potential, showcasing enhanced control over their campaigns and a notable lift in return on ad spend. This significant accomplishment paves the way for other retailers to consider the potential gains from an in-house programmatic strategy and highlights the importance of leveraging advanced technology platforms for optimized advertising results.
