In a world where audiences are scattered across endless platforms and screens, advertisers are left asking one big question — how do you effectively reach an audience that’s everywhere?
Less than half of U.S households still subscribe to “Pay TV”, making it safe to say that streaming is the new normal. But “streaming” is not a singular destination or activity. The reality is that audiences (and programming) are scattered across multiple streaming platforms and environments (many of which without any advertising at all), making targeting and reach a major challenge for advertisers.
The solution is what we call Ad Diversification: offering advertisers the ability to reach audiences not only in-stream with traditional video ads inserted into their programming of choice, but also on the Home Screen where viewers search and browse for the content they seek.
For instance, a national insurance provider recently asked us to help drive purchase intent among their key audience, specifically… consumers expected to be in the market for insurance in the next six months. We helped them build a campaign that included both CTV in-stream video ads across the programming of their choice, as well as a Home Screen promotional campaign featuring sponsored placements of curated themed programming.
Programmatic themes included our VIZIO Sports Zone hub, which aggregates games and leagues across a range of broadcast outlets along with in-kind on-demand content, as well as a timely/tentpole Movie Collection with titles across multiple platforms.
Individually, the CTV campaign helped drive a 3.4% increase in purchase intent, while the Home Screen helped bring a 3.5% increase. But audiences exposed to both resulted in a 7% increase in purchase intent.
The secret is exposure and frequency. Because the insurance company had multiple touchpoints (and formats) at their disposal, they could increase the number of exposures with viewers without any indication of ad fatigue while driving significant gains in KPI metrics.
Because VIZIO can control for frequency across multiple formats and environments across the entire entertainment experience, we are in an advantageous position to help drive better results.
For more details about this case study or to learn more about how VIZIO ads can help your brand drive reach, exposure, and results, download the full report by submitting the form below.
The information and results presented are not guarantees of the future performance of VIZIO Ads and are subject to factors which are beyond its control and may cause actual results to differ from expectations.
