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Effec%ve Reach With TV Viewership Right Guard and X-Men
CASE STUDY
2COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED.
Case Study: Right Guard and X-Men: Apocalypse
Prior to their strategic partnership with Katana, the Right Guard brand had li=le success in leveraging online channels to trigger offline sales and in-store sales. Furthermore, the brand was unsuccessful in narrowing their large target audience into smaller, more meaningful audience subsegments.
Right Guard, a leading deodorant brand manufactured by the Dial Corporat ion, collaborated with the X-Men: Apocalypse movie to accomplish new brand relevance against their core audience of males aged 18-34. The campaign was designed around the movie's release and used co-branded messaging to reach the target audience. We deployed proprietary TV Viewership data sets to uncover important audience insights for driving scale and campaign optimization.
Business Challenge
3COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED.
KATANA’S TV VIEWERSHIP CAMPAIGNS SOLVE FOR CROSS-SCREEN MEDIA CONSUMPTION.Katana yields the largest aggregate network of TV device viewing data from cable boxes, gaming consoles and OTT devices, making us the only service provider capable of integra%ng this comprehensive dataset into our technology framework to reach/retarget audiences that have been exposed to certain TV content or ads.
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COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED.
Featured SoluFon: TV Viewership Technology
Gaming Consoles Cable BoxOTT Devices (Apple TV, Roku or Chromecast)
TV CHIP
How it works: Katana has unrivaled access to TV monitoring data that enables us to contextually iden%fy within 2.5 seconds which content or ads have been viewed.
Once the viewership data is ingested and associated with cookie or device iden%fiers, online audiences are constructed and pushed out into our DMP.
The result? Highly relevant ads served across all devices for cross-screen targe%ng.
COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED.
MATCH! Vaca%on Ad
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How TV Viewership Technology Works
Content & Ads IdenFfiedAd Served Across
Household DevicesViewing Data
Ingested into DMPYour ad is placed in premium cross-device environments
(phone, tablet or desktop) based on standard IAB categories.
TV Viewership campaigns iden%fy content and commercials in 2.5 seconds.
Once content is matched and iden%fied, we automa%cally
bid on the most highly qualified ad inventory.
Viewership data is generated by content ID technology embedded into millions of TVs across the US.
TV Viewership technology recognizes television content and commercial ads on linear TV, OTT, connected devices, movies and gaming consoles from any source, live or recorded.
HOW TV VIEWERSHIP TECHNOLOGY HELPED RIGHT GUARD INCREASE REACH AND SCALE.We implemented our proprietary TV Viewership technology, which then procured data that allowed us to iden%fy audiences who watched: A) watched X-Men or affiliated movies on TV within the last six months, or B) had a high frequency of playing relevant video games.
Our TV Viewership technology ac%vated customized audience segments: X-Men, Ac%on/Adventure Programming and Ac%ve Gamers. This audience insight allowed us to op%mize the campaign towards sub audiences who had a higher propensity to spend on movies, Marvel and in stores, which ul%mately improved scale and reach.
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RESULTS
8COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED.
39%Improvement in CPC and cost per visit
60%Increase in conversion volume from video prospecting
466%Increase in reach from video prospecting
