Xumo taps Innovid measurement to validate incrementality & optimize
Xumo, a top American internet TV company, is the joint venture of Charter Communications and Comcast, offering a premium, free, ad-supported streaming service with access to live TV as well as 350+ channels of on-demand content, to its tens of millions of monthly active users. Amidst the competitive digital TV publisher marketplace, Xumo turned to Innovid as an independent, media-unbiased measurement authority to verify the incremental value that Xumo was bringing to its advertisers. Xumo then aimed to apply those competitive streaming insights to its client campaigns in addition to scoping future use of Innovid reach optimization signals.
Xumo tapped Innovid to compare unique reach, unique reach efficiency, frequency, and incrementality between Xumo and the aggregate of all other publishers on the media plan for a major retail client with large Q424 budgets. Innovid created reports with granular data splits by device, platform, etc. to highlight the unique and incremental value Xumo delivered. Armed with custom reports, Xumo can now optimize performance for its clients from an independent source of truth.
Powered by Innovid’s custom reporting, 35% of the households reached by Xumo were unique to Xumo’s user base, representing 7% incrementality. Xumo effectively managed household frequency throughout the flight, showing a 31% improvement from the first half to the second half of the campaign. Innovid highlighted CTV platforms and devices where Xumo had more opportunity to improve unique reach.
of households reached by Xumo were unique to its footprint alone
of all households reached by the campaign were via Xumo
incremental household lift (households not reached by other publishers)
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