CASE STUDIES: ♦♦♦
Premium Streaming Content Increases Brand Awareness
Driving a +19% Lift in Awareness with Connected TV
This case study reveals the power of premium video inventory, highlighting double-digit gains in ad recognition and tagline association across key demographics
The Challenge:
A leading regional insurer needed to cut through a competitive market to build trust and top-of-mind awareness. They sought to validate the impact of their streaming/digital campaign on consumer sentiment and intent.
The Solution:
The brand deployed a streaming/digital campaign using a customized publisher list focused on their target audience’s favorite streaming video. This included live sports and premium streaming services such as Paramount+, Max/WBD, Peacock and Hulu. To measure effectiveness, a rigorous brand lift study compared unexposed audiences against those who saw the ads.
At a Glance
- Vertical: Insurance & Financial Services
- Campaign Focus: Brand Awareness, Trust, and Tagline Association
- Measurement Partner: DISQO
Key Result: +19% lift in Aided Brand Awareness
Key Results:
The campaign drove statistically significant lifts across the upper funnel:
- +19% Lift in Aided Awareness:
- Recognition surged from 37% to 56% among exposed viewers.
- +15.8% Lift in Tagline Association:
- Proving that the creative message resonated and stuck.
- +9.8% Lift in Brand Trust:
- Viewers were significantly more likely to view the insurer as a “trusted and credible resource”.
Audience Spotlight:
The strategy was particularly effective with key segments:
- Parents:
- Tagline association jumped from 23% to nearly 37%.
- Men:
- Purchase intent rose from 10% to 16% upon exposure.
- Middle Income ($50k-$75k):
- Brand familiarity more than doubled, rising from 9.8% to 20.7%
The Bottom Line:
Premium video delivers measurable impact. By driving double-digit gains in awareness and perception, this campaign proved that a strategic streaming/digital campaign is an essential tool for growth in the financial services sector.
Ready to see similar results? Contact CTV Media today.
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