Unieuro streams its way to Black Friday search growth

During the busiest sales period of the year, visibility can make all the difference. Unieuro, Italy’s leading distributor of consumer electronics and household appliances, already had strong performance‑driven campaigns in place. But for their Black Friday push, the team also wanted to boost online visibility and understand how video exposure influences search demand and on‑site engagement.

Running video through Connected TV gave the team access to stronger data about how shoppers responded. Clear reporting and hands-on support from setup through optimization made activation faster.

Working with Microsoft Advertising, the agency added video through Premium Streaming campaigns. Premium Streaming lets advertisers deliver high-quality video ads within brand-safe environments on top-tier streaming platforms such as Samsung, LG, Rakuten, and Pluto.

The campaign was structured carefully:

• CTV-only targeting: This ensured high-quality delivery within premium streaming environments.
• Creative mix: A mix of 10-, 15-, and 20-second video creatives tested format variety and frequency.
• Lift study pilot: The first CTV lift study in the Italian market measured changes in brand searches, relevant generic searches, and visits to key conversion pages.
• Hands-on collaboration: Close alignment with Microsoft’s Insights team helped meet impression thresholds and refine the campaign while it was live.

The CTV impact study also delivered practical planning insights. The team learned which video lengths performed best, how often ads should appear, and which placements supported stronger results.

Video exposure aligned with stronger search demand and deeper site engagement. Brand searches increased by 53%, relevant generic searches rose by 294%, and visits to key conversion pages grew by 76%. Campaign achieved improved cost efficiency: CPM was 40% lower than expected, and video completion rate surpassed 95%.

The impact went beyond performance metrics. Results were showcased at an agency event in Italy, bringing together client, agency, and Microsoft teams. This collaboration set the stage for more coordinated campaigns.