Smart TVs give advertisers a powerful new range of options to reach audiences no longer easily accessible through traditional linear channels.
These options, working together, recently helped a video game company achieve a total incremental reach of over 20% by directing an omnichannel campaign to video game console owners. Overall, approximately 93% of the devices reached with the campaign were incremental to the linear campaign.
The popular video game manufacturer wanted to promote the launch of a new game exclusive to its platform. The company used multiple targeting tactics only available from the combined hardware-software-data package that VIZIO offers to enable dramatic incremental reach over its traditional linear efforts.
This effort combined promotional opportunities on the smart TV Home Screen, video spots distributed through CTV ad inventory, and the ability to retarget select households on devices other than the TV, such as mobile phones, tablets, and laptops.
This kind of complementary campaign requires working with a provider that owns and controls the hardware, the software, and the data across the smart TV experience. This integrated ecosystem creates synergies and opportunities not possible with fragmented service offerings that cobble together the different parts.
From an audience identification standpoint, the game company was able to focus its campaign on audiences that already own its game console, as well as known gamers of all types, and even audiences with a likely interest in the game’s action/fantasy theme. What’s more, once exposed to the smart TV campaign across the Home Screen and CTV ads, these audiences were then retargeted with ads on off-platform devices for a complete omnichannel strategy.
The results were impressive. As noted, incremental reach among game console owners was 21.9%, while total overall audience incremental reach totaled 13.5%. And approximately 93% of the devices reached with the campaign were incremental to the linear campaign.
By distributing media across several VIZIO formats, and using VIZIO data to hyper-target the most relevant households to the campaign, the game company was able to reach a far broader audience leading up to and during the game’s launch than possible with a linear-only campaign.
That mix of formats, targeting, and measurable results is made possible only when all three components of hardware, software, and data are combined into one solution.
For more details about the campaign, the tactics, and the results, download the full Case Study by filling out the form below.
