What exactly is the power of advertising via connected TV (CTV)?
Not just targeting but also fine-grain measurement of the kind that TV advertisers never had before.
That is according to one tech executive who helped a US supermarket chain use CTV to great effect.
Win-win for Winn-Dixie
In this video interview with Beet.TV, TVSquared president Jo Kinsella says her company recently helped southern supermarket operator Winn-Dixie and its media buying agency USIM deploy a campaign over Tubi, the ad-supported video-on-demand (AVOD) service.
“They actually didn’t believe that people were going to their website, they didn’t believe that there was going to be any website visitation at all,” Kinsella says.
“Initially, they weren’t actually interested in attribution, they were just interested in reach and frequency.”
But Kinsella says the results, which came after the team used TVSquared’s ADvantage XP to leverage a reach extension over and above linear TV and using frequency-cap reporting, were “amazing”:
- “We were able to show 79% net new households were reached by Tubi over and above what they’d reached in linear.”
- “What was staggering for the Winn-Dixie folk is that 54% of exposed audiences visited the grocer’s retailer site.”
- “Because we can see new visitors, we can see returning visitors, we can see them leaving stuff in the cart, we can see them coming back and converting… they were able to get really deep into the analysis in terms of what worked and what didn’t work.”
Spending forecast
For Kinsella, it’s yet another proof point. “It sends the message to the industry,” she says. “When you can prove that something’s working, marketers will spend more money.”
TVSquared helps brands learn how TV advertising is driving traffic to their websites.
One of the company’s two main software pieces is ADvantage, a platform providing offering insight in to how each TV impression drives revenue through online, mobile and second screen for advertisers looking for accurate same-day TV attribution.
The company’s Predict tool helps advertisers automate the creation of their buy specifications based on predictive analysis of historical attribution data that is optimized, whether the objective is to generate sales, registrations, web site visits or any other kind of response.
According to eMarketer, US CTV ad spending was due to total $8.11 billion in 2020, increasing to $11.36 billion in 2021. By 2024 it will reach $18.29 billion, more than double the amount spent this year.
The group expects about half of that to be programmatically traded.
That is still a small fraction of a US TV ad market worth almost $70 billion a year.
‘AVOD will win’
But Kinsella believes the advantages of connected TV will continue to become clear.
“The big thing for marketers right now – and this is where I see the CTV and the AVOD guys winning – is flexibility, transparency, and the ability to optimize,” she says.
“Because they came from a digital world, they’re very comfortable doing that, and they’re very comfortable having those types of conversations
“I think the AVOD platforms are leaning heavily in to measurement and attribution platforms because it’s a differentiator. They can prove that their stuff is working exponentially well over and above linear. They’re going to win.”
You are watching, “The Stream: New Audiences, New Opportunities,” a Beet.TV leadership series presented by Tubi. For more videos, please visit this page.
