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Data and measurement

Brand and their agency, Monks achieve 99.5% incremental reach with local CTV

Marketers have long desired incremental reach measurement and market-level ad precision, but a lack of hyperlocal data accessibility has inhibited the comparison of local market tactics across different media channels. That all changes with a first-of-its-kind integration available to media buyers on The Trade Desk — many of whom are already seeing great success.

Graphic shows a play button on a TV screen and various connecting lines and dots behind the TV

Using The Trade Desk’s integration of Comscore Campaign Ratings (CCR), you can now measure and understand incrementality at the hyperlocal level of Connected TV (CTV) over linear TV and across demographics. Read on to discover how you can make the most of this capability today.

Local data in action: Advertiser finds exclusive audiences on CTV

A major health care company and its agency, Monks, had a key goal in mind: to identify where CTV performs effectively and optimize its campaign to drive incremental reach. On our platform, Monks efficiently allocated the campaign’s budget where it mattered most.

By leveraging CCR to garner insights, the company and its agency found that the CTV portion of the campaign reached a unique audience of 115,000. Nearly all these viewers (99.5%) were exposed to the campaign exclusively on CTV. That meant these audiences did not see the brand’s ads on cable or broadcast — a huge campaign learning for the advertiser.

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unique CTV audiences reached

The advertiser also learned that its CTV campaign delivered efficient added reach in the form of co-viewing, which is when a single impression reaches multiple viewers on a shared TV screen. Following the campaign run, Comscore reported that co-viewing rates on CTV inventory running on our platform were 14% higher than rates on a major linear TV network.¹

“CCR within The Trade Desk’s platform has enabled us to not only measure at the hyperlocal level but drive net-new audiences with efficiency. Audiences are spending time across myriad devices; therefore, it’s pivotal we have the insights to understand their exposure to brand messages across devices and locales.”

– Bryan Sherman, EVP of Global Media CX, Monks

Local results on CTV

Local measurement solutions like this one can unlock insights for more than health care industry advertisers. Use cases for comparing traditional TV versus streaming at the local level span from automotive marketers who need to understand dealer group and individual showroom impact to political campaign managers tasked with maximizing precision in specific designated market areas. Granular data accessibility on CTV is an advancement designed to keep pace with consumer behavior.

A growing body of research, case studies, and other evidence suggests it’s time for more marketers to modernize how they think about traditional and streaming TV. Modern marketers recognize the shift audiences are making away from linear and broadcast environments. In fact, ad-supported CTV has officially surpassed linear TV in predicted viewership, with 180 million versus 112 million viewers, respectively.²
 

The case study above highlights that reaching de-duplicated audiences efficiently at the local level is possible with CTV complemented by a smart measurement strategy. Comscore’s CCR measurement is available within Kokai’s Measurement Marketplace tile [Mm].

New to The Trade Desk? Contact us to learn more about Kokai and how you can drive outcomes with local ad measurement.

Sources:
1. Local Comscore Campaign Ratings, Q2 2024.
2. Emarketer, 2024 Forecast, “TV and Video. U.S. AVOD Viewers and Traditional Pay-TV Viewers.

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