Effectv specializes in providing multiscreen solutions to help advertisers reach their customers, and with the rise of data-driven audience targeting, it’s never been easier to find their ideal audiences. For years, many marketers have used Nielsen ratings in combination with gut instinct to decide which networks and TV programs were best to advertise their business on. However, with the advent of smarter, data-driven advertising solutions, marketers are finding that they can significantly increase the reach of their campaigns with a new and enhanced strategy.
What is Audience Intelligence?
Effectv’s Audience Intelligence solution helps enable stronger campaign results for marketers by combining the targeting and measurement of digital with the reach and impact of TV. Marketers gain exclusive insights from aggregated Comcast first-party data combined with third-party data to understand where and how their target audiences are watching TV; this logic is used to build campaigns that efficiently and effectively reach those audiences, across a wide range of networks and dayparts, inclusive of both Xfinity and affiliate households.
Audience Intelligence Drives Campaign Success Across Categories
Let’s look at two advertisers in the legal and healthcare industries who used Audience Intelligence principles to enhance their campaign success.
Case Study 1: Legal Advertiser Increased Website Visitors with Effectv Audience Intelligence
A legal sector advertiser was using a multiscreen advertising approach through TV and streaming. The advertiser was looking to expand their customer base by reaching new and larger audiences whose attributes aligned with a “Family Union” lifestyle segment.
Using Audience Intelligence as a data-informed tactic for planning its TV schedule, this advertiser exceeded its campaign goals as measured by increased web traffic to its website. Instant IMPACT, a scalable attribution tool powered by TV Squared, allowed this advertiser to track their TV campaign success on a weekly basis by qualifying and measuring website visitors that visited the site within 30 minutes of their ad airing.
To help the advertiser achieve success, the Effectv team had active discussions with the advertiser to determine what adjustments would be most impactful in expanding its audience reach to hit its goal. A campaign strategy was executed with the following optimization changes:
• Switched from an old legacy, dayparted schedule to an Audience Intelligence schedule
• Included two additional local zones where there was additional opportunity identified to reach the target audience
With the implementation of these two changes in the client’s advertising strategy, there was a +37% increase in immediate website visitors, within 30 minutes of the commercial airing, and a +42% increase in returning visits within 2 weeks of the commercial airing.1
Case Study 2: A Healthcare Client Benefits from an Audience-Based Buying Strategy
A healthcare agency, interested in targeting a “Healthy Living” segment on behalf of a client, preferred buying a limited number of networks and narrowed rotations for their TV advertisement to run. Following discussions with Effectv media experts on how an audience-based buying strategy would contribute to large increases in overall campaign reach and frequency for its TV advertising campaign, the agency agreed to run their client’s next campaign as a test using this new strategy.
The test campaign used an Audience Intelligence schedule inclusive of 24 more networks than the previous campaign, increasing from 6 to 30 networks. Broader dayparts were also added to the test campaign, while the advertising budget and location zones remained the same compared to the previous campaign.2
In just the first 14 days following the implementation of the Audience Intelligence solution, the TV advertising test campaign reached 51% of the target audience, a 31% increase over the previous campaign! In fact, it took the previous campaign +2X the amount of time (32 days) to hit the same benchmark.2
Marketers can now reach target households more effectively with the help of Effectv’s Audience Intelligence capability. Contact us for more information on how to get started on your multiscreen campaign.
Sources:
1. Instant IMPACT powered by TVSquared. Industry: Legal. Market: Chicago. Dates 2/15/21 – 7/4/21. Immediate visitors are those who visited an advertiser’s website within 30-minutes of the advertiser’s commercial airing. Return visits are those immediate visitors that returned to an advertiser’s website within 14 days of a TV Commercial airing.
2. Case Study Region: Midwest. Source: Comcast Aggregated Viewership & Ad Exposure Data for the following campaign dates: 3/28/22-4/10/22 vs. 1/4/22-1/24/22 and vs. 1/4/22-2/4/22. Audience defined by Experian.
