InnovidXP Delivers Single Source Of Truth For Converged TV

Goal:

The TV ecosystem has become even more fragmented as advertisers lean into converged TV and spread investments across linear and streaming. As a result, they often face challenges when it comes to achieving converged TV measurement. A well-recognized fitness advertiser launched a unified, cross-platform TV strategy, including local and national linear and streaming media buys that spanned 10+ publishers/platforms. As a result, it needed a single source of truth for converged TV measurement and turned to Innovid’s measurement platform, Innovid XP, for always-on analytics for reach, frequency and incremental reach of linear and CTV. 

Strategy: 

The fitness advertiser launched a converged TV strategy in 2021, aimed at driving sales and online registrations along with achieving incremental reach through streaming ads. The strategy included two campaigns, with the first airing January-March and the second from May-July.

By leveraging InnovidXP for 1:1 deterministic measurement and outcomes, it achieved a unified view of performance and delivery metrics for all inventory sources, including those purchased on national broadcast and local cable for linear, and across various streaming platforms, such as Roku, Hulu, Tubi and more.

Outcome:

By leveraging InnovidXP for 1:1 deterministic measurement and outcomes, the fitness advertisers achieved a unified view of cross-channel and cross-platform performance and delivery metrics for all inventory sources, resulting in:

• 116% optimizations increased TV-driven registrations by 93% uplift in engaged linear households. 
• 37% reduced linear cost per registration by 78% incremental reach beyond linear. 
• 39% reduced CTV cost-per-registration by 4X CTV response rate.