TV + CTV/OTT Case Study

Advertiser Objectives

Create a positive image across the entire market. Meaning mass reach was important.


          Category:        Utility Company

          Market:           Local Market

          Media Types:   TV and CTV/OTT

Our Solution

Linear TV viewing was shrinking, and a segment of viewers were being missed due to viewers primarily using streaming/CTV. The market also had an above average penetration of broadband only households which tend to favor CTV/OTT.

  1. CTV/OTT budget allocation was recommended based on share of viewing by platform
  2. Premium full episode player publishers were whitelisted to ensure a high completion rate
  3. Use ACR/smart TV data to report the incremental reach and overlap of the CTV/OTT exposure

The Results

The CTV/OTT campaign delivered 32% incremental reach and only 5% overlap with the traditional TV homes. Premium publishers such as Hulu, AMC, FX, FoxSports, Life, TLC and USA were among the top delivering publishers. Free video apps such as Pluto, Philo, Crackle and Tubi aided in reaching light traditional TV viewers and cord cutters.