DTC Advertiser Drives Reach Extension with Converged TV Strategy

Goal:

The success or failure of any direct-to-consumer brand rests primarily on how many people the brand can reach. This DTC retailer was interested in seeing if adding CTV into its marketing mix would have a measurable impact on its audience reach and awareness.

Strategy:

After partnering with InnovidXP, the platform provided insights into which publishers delivered net-new households. Each month, the DTC team used the insights to reallocate impressions, which led to an increase in net-new HHs per month.
• The team also leveraged measurement insights for reach and frequency, including optimal frequency, to drive a better ROI and reduce wasted impressions.
• Actionable household-level, cross-platform analytics led to an increase in total TV investment for the second half of 2021.

Results:

+35% Increase in HH reach per month as a result of insights and optimization

+150% Increase in CTV investment based on test results