Today’s advertising landscape is incredibly fragmented, with viewers consuming both TV and ads in multiple ways, including traditional linear TV, ad-supported video on demand (AVOD), and free ad-supported streaming services (FASTs).
Measuring the reach of ads between these formats has become increasingly important to advertisers seeking more efficient ways to target campaigns to new viewers.
According to a new case study from VIZIO Ads, using viewership data from VIZIO’s Inscape ACR platform allows advertisers to do exactly that. The example outlines how a national automotive brand used Inscape data to better target viewers above and beyond its linear TV campaign in support of a new model rollout.
Among the results:
- 81% of the VIZIO TVs that served the auto company’s ad were incremental to the existing linear campaign.
- A 42% lift in reach against the VIZIO footprint above the brand’s linear reach (representing an additional 8.2% of VIZIO smart TV households).
- The VIZIO targeted campaign delivered 52% of total impressions (compared to 16% for the linear-only campaign).
VIZIO’s Inscape ACR technology collects data from over 19 million smart TVs, with the unique ability to detect and track commercials across all TV inputs. Glass-level data is received across all connected devices – cable boxes, set-top boxes, DVRs, OTT devices, gaming consoles, over-the-air broadcast, native TV and more. This data allows VIZIO Ads to work with brands to plan, target, and measure campaigns against very specific campaign goals.