Driving Full-Funnel Performance for Webroot Through Impactful Creative & AI Optimization

Objective

Webroot aimed to increase awareness and engagement among new, high-value audiences during Cybersecurity Awareness Month, while proving full-funnel impact beyond upper-funnel metrics. The goal was to drive meaningful site visitation efficiently, with clear transparency into performance across channels and formats.

Solutions

Perion executed a strategically timed, cross-channel activation powered by Perion One and advanced AI optimization:

• Contextual relevance was maximized by delivering the message aligned with Cybersecurity Awareness Month, thereby increasing message resonance.
• High-impact creative formats, including Interactive Pre-Roll, Bottom Adhesion, and CTV, were leveraged to capture attention and drive engagement.
• A cross-channel strategy unlocked broader reach while enabling continuous optimization opportunities.
• AI-driven optimization dynamically shifted spend toward top-performing audience, format, and channel combinations, driving awareness, engagement, and site visits while improving efficiency throughout the campaign.
• Transparent reporting via the Perion One Performance CTV Dashboard provided clear visibility into performance across the funnel.

Result

The campaign delivered strong, benchmark-beating performance across awareness, engagement, and efficiency metrics:

• The CTV Site Visit Rate exceeded benchmarks by 4X, delivering 1.8% compared to the 0.4–0.5% industry benchmark, showcasing powerful mid- and lower-funnel performance.
• 89% improvement in Cost Per Site Action efficiency, driven by AI optimization that continuously shifted investment toward top-performing opportunities.
• Interactive Pre-Roll achieved a 79% Video Completion Rate, outperforming the 70% benchmark and capturing sustained viewer attention.
• Bottom Adhesion delivered a 0.35% CTR, surpassing the 0.30% benchmark and reinforcing the impact of high-attention creative formats.