Intro/Background
As a company that has been running Connected TV campaigns since 2016, GlassView was an early adopter of the platform that is now the fastest-growing in advertising. Our work in the space began through our partnership with the Wharton School of Business at the University of Pennsylvania, where we've been studying frontier media and related audience behavior, and has grown into a major portion of our business.
As a result, we've become experts on how to run an effective, performance-driven CTV campaign. Through natural synergies from our Board of Directors (who have worked at the highest level with companies like Advance Publications, Discovery Communications, Bright House Networks, CBS, and more) and our own publisher relationships, we've developed a reach that covers just about all premium inventory out there.
In this post, we're going to take a look at how we were able to run a CTV, cross-device campaign for an industry-leading healthcare client that yielded exceptional results.
Objective
GlassView partnered with this leading healthcare client to create a campaign focused on driving uplifts in brand awareness, favorability, and purchase intent for individuals in specific local DMAs. Because users are 25% more likely to have an increase in brand favorability through exposure to ads on the CTV platform as compared to traditional linear TV, connected TV was selected to be one of the main delivery platforms for this campaign. In terms of target audience, this campaign aimed to reach individuals A25-54 with an interest in healthcare and related services, with geo-targeting to specific local DMAs.
Strategy
To begin this campaign, GlassView put its industry-leading targeting capabilities to work. By combining first-party, publisher-direct data with third-party data from healthcare data provider Crossix, we were able to identify individuals who would be likely to show interest in the client's offering. We then implemented geo-targeting to the client's desired DMAs to ensure that users in the correct region were reached.
Once we received placements on top-tier, contextually relevant publisher platforms, we began tracking the campaign's performance and optimizing accordingly. One of our key differentiators in the marketplace is our ability to implement page-level optimization. For example, if an ad is seeing poor performance on the homepage of the New York Times due to high bounce rates, we can then optimize toward specific articles or pages (i.e. New York Times Travel), where we continue to track performance and ensure your ad is doing well.
For CTV, this manifests itself through dynamic ad insertion (DAI), which allows us to swap ads in and out in real time based on performance. This helps prevent the frequency capping issues faced by many CTV providers and ensures the optimal ad viewing experience that users desire.
We also utilized cross-device targeting to help provide the best possible outcome for this campaign. Sequential messaging starting with big-screen, awareness-oriented ads on CTV initially piqued customer interest in the client's offering.
From this point on, consumers were shown sequential messaging aimed at driving them down the purchase funnel. This was paired with dayparting strategy aimed at reaching users on the correct devices during the course of their day, starting with ads on their phones in the morning, smartwatches while on-the-go, laptops/desktops when they arrive at work, then back to their CTVs when they arrive at home during primetime hours.
Through a synchronized, non-repetitive brand interaction, users developed an extremely positive view of the client's campaign, while the client secured the elusive top-of-mind position that is so difficult to acquire in today's cluttered advertising world.
Results
GlassView was able to secure CTV placements on YouTube TV channels with hundreds of thousands of subscribers, such as Disney Channel, FGTeeV, Brick Built Apparel, and more. The combination of high-reach CTV buys and platform-agnostic placements on other top publishers like Women's Health, Real Simple, and Health put this campaign in a position to succeed.
Because Connected TV campaign measurement is somewhat challenging, GlassView implemented a brand study to measure uplift in various areas post-campaign. These brand studies are part of our added value offering and take survey responses from an exposed and non-exposed portion of the population, which are then aggregated into statistically relevant samples.
Through our targeting layers, top-tier placements, KPI-driven optimization, and sequential messaging, we were able to drive uplifts in several statistics that showcased strong campaign performance. The first was brand favorability, which increased by +549% for users who were exposed to the ad. Additionally, the sequential, cross-device messaging achieved its goal of driving users down the purchase funnel, as evidenced by a purchase intent increase of +117%. Lastly, the healthcare client received a +178% increase in brand association for the statement, "this brand is a world leader in treatment.”
This was only one of the many CTV campaigns we've run over the last few years, and our consistently strong performance is what separates us from our competitors. For more info on our CTV or general distribution capabilities, check out our website or contact us.