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LINKING ADDRESSABLE TV
TO OUTCOMES
MEDIA
ENTERTAINMENT CASE STUDY
1. Support program premiere by driving quantifiable tune-in from core target HHs
THE OBJECTIVE
THE MEDIA PLAN1. Identified
Addressable TV HHs that watched competitive programs and networks through set-top box data
2. Served call-to-action creative to target HHs immediately prior to program premiere
THE RESULTS: INCREASED VIEWERSHIP AND DECREASED COST PER CONVERSION
Target Exposed Target Control0.00%5.00%
10.00%15.00%20.00%25.00%30.00%35.00% 32.40%
4.60%
Tune-in Rate
Target Exposed Non-target Exposed0.00%5.00%
10.00%15.00%20.00%25.00%30.00%35.00% 32.40%
15.36%
Tune-in Rate
Exposure led to a+600% increase in premiere Tune-in
Rate
Targeting drove a +110% lift in tune-in
AUTOMOTIVE CASE STUDY
1. Raise awareness of new model launch by driving visitation to dealerships
2. Increase new model sales
THE OBJECTIVES
THE MEDIA PLAN1. Determined HHs in-
market for the advertised vehicle within the Addressable TV footprint
2. Within in-market HHs, dynamically inserted ads into programming stream
THE RESULTS: INCREMENTAL DEALERSHIP VISITS AND VEHICLE SALES
Target Exposed Target Control0.00%0.01%0.02%0.03%0.04%0.05%0.06%0.07%0.08% 0.07%
0.04%
Visit Rate
Target Exposed Target Control0.000%0.001%0.002%0.003%0.004%0.005%0.006%0.007%0.008%
0.007%
0.004%
Model Buy Rate
+50% increase in dealership Visit Rate
+65% lift in Model Buy Rate
CPG CASE STUDY
1. Drive free trial offer redemption
2. Convert redeeming HHs to in-store purchasers
THE OBJECTIVES
THE MEDIA PLAN1. Through grocery
store sales data, selected category purchasing HHs
2. Delivered a number of promotional creative spots to high-value HHs on approved networks
THE RESULTS: ADVANCED CONSUMER ADOPTION AND ROAS
Target Exposed Control0.00%0.20%0.40%0.60%0.80%1.00%1.20% 1.08%
0.30%
Free Trial Offer Redemption
Target Exposed Target Control $8.90
$9.10
$9.30
$9.50
$9.70 $9.75
$9.19
Average Dollars/HH
+255% increase in Free Trial Offer Redemption
+$1,750,000 in incremental sales
CROSS-CHANNELCASE STUDY
1. Use advanced data to establish a qualified audience
2. Raise awareness through scaled media approach
THE OBJECTIVES
THE MEDIA PLAN1. Identified HHs with
specific condition through third-party sources
2. Served platform-specific creative to targets’ TV and mobile devices
THE RESULTS: ADDRESSABLE TV AND DIGITAL WORK HARDER TOGETHER
TV Exposed Only TV + Mobile Exposed
0.00%5.00%
10.00%15.00%20.00%25.00%
13.00%
21.00%
Brand Awareness
TV Exposed Only TV + Mobile Exposed
0%
5%
10%
15%
20%
13%
18%Ad Recall
+62% increase in TV + Mobile Brand Awareness
+38% lift in TV + Mobile Ad Recall