TV Advertising Case Studies — New York Interconnect

Goal

Increase viewership levels for a linear-focused cable TV network and demonstrate that HHs exposed to the TV campaign converted at a higher rate vs unexposed HHs

Solution

Linear TV: Leverage set-top-box data for a deterministic match of TV ad exposure and TV viewing data to measure effectiveness of on-air messaging and identify top networks with the highest conversion levels.

Results

% Households Tuned to the Program

EXPOSED HOUSEHOLDS

1.42%

UNEXPOSED HOUSEHOLDS

.41%

245%

PROJECTED: INCREMENTAL HOUSEHOLDS TUNED: 10,472
To be read: 1.42% of exposed households tuned to the network vs 0.41% of unexposed households, resulting in a 245% tune-in lift. Based on Altice STB data, 3,686 Altice HHs converted, with a projected figure of 10,472 households within the complete NYI footprint.

Sources

NY DMA. Based on Altice set-top box data. Conversion analysis based on ad exposure and tune-in (Live+SD) within Altice set-top box households.

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Goal

Increase sales for target models by reaching consumers in the segment via TV and Streaming

Target

In-market for either of the two specific models or competitor models

Solution

Linear TV
TV360
Impression-Based Addressable
Streaming Addressable

Results

Exposed buy rate

.236%

Unexposed buy rate

.108%

119%

HHs exposed to both TV & Digital resulted in 989 incremental target model sales
Net Incremental Revenue = $29M
ROI = $61.59/dollar spent
Within their respective competitive classes, each target model experienced a higher share of sales within the exposed group (exposed to TV & Streaming) compared to the unexposed group.
33% of exposed households saw 11+ ads which accounted for 40% of exposed purchases, thus, greater frequency resulted in a sizable portion of sales.
Nearly 30% of sales occurred post-flight during the 30-day attribution window, proving the halo effect of campaign messaging.

Sources

Source: Experian served as safe-haven matching partner. Consumer segments provided by LiveRamp. Automotive sales data provided by Experian. Exposure Window: Feb. – Mar. 2024. Attribution Window: Feb. – April 2024. Base MSRP was used to calculate Net Incremental Revenue. Estimated incremental revenue earned per ad dollar spent = Net Incremental Sales Revenue / Ad Spend. Incremental Sales = Number of Exposed HHs * (Exposed Buy Rate –Unexposed Buy Rate). Incremental Lift = (Exposed Buy Rate – Unexposed Buy Rate)/Unexposed Buy Rate.

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Goal

Drive sales for eight models including a mix of SUVs, Sedans, Crossovers, Trucks, and EVs

Target

In-market for the specific vehicle types

Solution

Creative Versioning

Results

Incremental Sales Lift

Exposed Buy Rate

.1844%

Unexposed Buy Rate

.1411%

31%

HHs exposed to Linear TV Addressable resulted in 598 incremental target model sales
Net Incremental Revenue = $17M
ROI = $23.29/dollar spent
Half of exposed households converted after 1-10 exposures, while the remaining homes required additional frequency
25% of sales occurred post-flight during the 30-day attribution window, proving the halo effect of campaign messaging

Sources

Source: Experian served as safe-haven matching partner. Consumer segments provided by Experian. Automotive sales data provided by Experian. Exposure Window: Jan – Mar. 2024. Attribution Window: Jan – April 2024. Base MSRP was used to calculate Net Incremental Revenue. Estimated incremental revenue earned per ad dollar spent = Net Incremental Sales Revenue / Ad Spend. Incremental Sales = # Exposed HHs * (Exposed Buy Rate –Unexposed Buy Rate). Incremental Lift = (Exposed Buy Rate – Unexposed Buy Rate)/Unexposed Buy Rate.

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Goal

A popular island destination was looking to drive traffic to its website to inform consumers about various resorts, and ultimately influence vacationers to book their own island getaway. They wanted to reach consumers via both TV and Digital ad executions.

Target

A25-54 with HH Income $125,000+ or Travel Intenders

Solution

Traditional TV: Target segment was used to inform the linear media plan.
IP Targeting: OTT ads were delivered to the same TV household segments.

Results

Incremental Lift in Visitors

Exposed Visitor Rate

1.18%

Unexposed Visitor Rate

.92%

28%

Incremental unique HH visits to the website = 5,300
Incremental visits to the website = 11,900
All pages produced an incremental lift among Action Households

TV Impressions

19.4M
Digital Impressions

665,834

Sources

Source: NY DMA. Targeting data source: LiveRamp. Conversion analysis based on set-top box and Digital ad exposure matched to tagged page visits. Incremental Lift = (Exposed action rate – Unexposed action rate)/Unexposed action rate.

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Goal

A casino/resort was looking to utilize TV to drive overall visits to their NY-based location.

Target

Four Segments based on: Net worth, Gamers, Looking for fun, Seeking out entertainment

Solution

Addressable TV: Commercials were shown to households, according to target segments chosen by the client.

Results

Incremental Lift in Visitors

Exposed visitor rate

.049%

Unexposed visitor rate

.041%

19%

19% Incremental Lift in Visitors
32% Incremental Lift in Visits
11% Incremental Lift in Visit Duration

Targeted Households

605,651
Total Impressions

2.1M

Sources

NY DMA. Conversion analysis based on set-top box ad exposure matched to visitation data from Ninth Decimal. Incremental Lift = (Exposed visit rate – Unexposed visit rate)/Unexposed visit rate).

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Goal

A state’s private economic development corporation was seeking to message world-class corporations, entrepreneurs, and individuals to build businesses & careers in the state. The goal was to drive internet users to their website.

Target

Presence of A25-54 AND HHI $200k+ OR Managerial/C-suite, decision-makers and site selectors in companies

Solution

TV360: High-efficiency spots on networks that set-top box data revealed would reach the target audience

Results

Incremental Site Visit Lift

Exposed & Converted

.0810%

Unexposed & Converted

.0593%

37%

37% Incremental Lift in HHs
319 Incremental HHs visited the site

Targeted Households

2.3M
Total Impressions

15.9M

Sources

Source: NY DMA. Conversion analysis based on TV ad exposure matched to website visits. Campaign flight = 4th Qtr. 2021 – 1st Qtr. 2022.

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Goal

A not-for-profit automobile service organization was seeking to drive consumers to its website in order to boost memberships

Target

Presence of Adults 25+

Solution

TV360: High-efficiency spots on networks that set-top box data revealed would reach the target audience

Results

Incremental Site Visit Lift

Exposed & Converted

6.05%

Unexposed & Converted

4.38%

38%

38% Incremental Lift in HHs
35,197 Incremental HHs visited the site

Targeted Households

3M
Total Impressions

28.4M

Sources

Source: NY DMA. Conversion analysis based on TV ad exposure matched to website visits. Campaign flight = 1Qtr 2022 - 3rd Qtr 2022

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Goal

A leading auto manufacturer set a goal to increase sales for its vehicles with a focus on its EV model.

Target

In-Market for EV/Alternate Fuel or Competitors

Solution

TV360: High-efficiency spots on networks that set-top box data revealed would reach the target audience
Linear Addressable: Target only the households in the audience segment

Results

Incremental Sales Lift

Exposed & Converted

.2119%

Unexposed & Converted

.1697%

25%

25% Incremental Lift in Sales
714 Incremental sales

Targeted Households

3.6M
TV Impressions

6.3M

Sources

Source: NY DMA. Conversion analysis based on TV ad exposure matched to vehicle sales. Campaign flight = 4Qtr 2023.

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Goal

A leading auto manufacturer set a goal to increase sales for specific model vehicles.

Target

In Market for SUV, In Market for Midsize Sedan, In Market for a Truck, In Market for a Hybrid

Solution

Creative Versioning via Linear TV: Deliver relevant creative to different households, while also messaging HHs in remainder NYI footprint
Linear TV: Ads shown to all households in NYI footprint

Results

Incremental Site Visit Lift

Exposed & Converted

.1759%

Unexposed & Converted

.1243%

41%

41% Incremental Lift in Sales
752 Incremental sales

Targeted Households

2.1M
Total Impressions

20.4M

Sources

Source: NY DMA. Conversion analysis based on TV ad exposure matched to vehicle sales. Campaign flight = 3Qtr 2023.

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Goal

A financial tech company was looking to increase downloads for their online payment app. They wanted to reach TV and Digital consumers who were small business owners.

Target

Households who were Small Business owners

Solution

Addressable TV: Commercials were shown to households, according to the target segment chosen by the client
IP Targeting: Digital Ads were delivered to the same household IDs in the segment

Results

Incremental HH App Downloads Lift

Exposed Action HH rate

.903%

Unexposed Action HH rate

.750%

20%

HHs exposed to TV AND/OR Digital delivered a 20% lift in unique HHs that downloaded the app
There were 441 incremental app downloads directly attributable to the campaign

Targeted Households

436,358
TV Impressions

4.5M
Digital Impressions

2.6M

Sources

Source: NY DMA. Targeting data source: LiveRamp. App Downloads provided by TrueData. Conversion analysis based on set-top box and Digital ad exposure matched to TrueData’s outcome data. Incremental Lift = (Exposed buy rate – Unexposed buy rate)/Unexposed buy rate.

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Goal

Drive potential patients to the healthcare brand’s website

Target

Audience segments: Adults 50+ and Light Internet users

Solution

TV360: High-efficiency spots on networks that set-top data revealed would reach the target audience

Results

Incremental Site Visit Lift

Exposed & converted

6.76%

Unexposed & converted

5.43%

24%

24% Incremental Lift in Website Visits By HHs
28,637 Incremental visits to the site

Total Impressions

15.1M

Sources

Source: NY DMA. 2020. Audience target provided by LiveRamp. Conversion analysis based on STB ad exposure matched to tagged website visits.

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Goal

Drive potential patients to the healthcare brand’s website

Target

Audience segments: Involved in their healthcare process more so than a standard patient. Invested in their health/well-being journey

Solution

Addressable TV: Commercials were shown to households according to target segments chosen by the client.
Linear TV: Tune-in ads were shown to all households in the NYI footprint.
IP Targeting: Targeted ads were delivered to the same TV HH segments.

Results

Incremental Site Visit Lift

Exposed & converted

6.15%

Unexposed & converted

3.20%

92%

92% Incremental Lift in Website Visits by HHs
615,517 Incremental visits to the site

Targeted Households

3.1M
Total Impressions

60.4M

Sources

Source: NY DMA. Audience target provided by Experian. Conversion analysis based on STB & Digital ad exposure matched to tagged website visits.

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Goal

To increase sales for target models by reaching TV and Streaming consumers in-market for these type of vehicles

Target

Households In-Market for a Sedan, AWD, and SUV

Solution

Addressable TV: Target only the households in the two chosen segments
Addressable Streaming: OTT ads were delivered to the same TV household segments
TV360: Target segments were used to inform the linear media plan

Results

Incremental Sales Lift

Exposed buy rate

.1569%

Unexposed buy rate

.1190%

32%

Within their respective competitive classes, each target model experienced a higher share of sales within the exposed group (exposed to TV & Streaming) compared to the unexposed group
25% of exposed households saw 11+ ads, however, these households accounted for 38% of exposed purchases – thus greater frequency resulted in additional sales
The campaign is the winner of the 2023 Cynopsis Measure Up! Award for Outstanding Attribution.

Sources

Source: Data from Experian, Nissan Sept-Oct'22. Exposure Window: 09/16/22-10/31/22. Attribution Window: 09/16/22-11/30/22. Base MSRP was used to calculate Net Incremental Revenue. Estimated incremental revenue earned per ad dollar spent = Net Incremental Sales Revenue / Ad Spend

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Goal

An annual television event with a niche audience was moving to a new network home. The new broadcast network wanted to drive viewership to the program but had a very conservative budget.

Target

HHs that had watched the show in prior years. HHs that watched similar programs. HHs that fit a demographic profile of viewers interested in the event

Solution

TV360: High efficiency spots on networks that set-top box data showed would reach the target audience
Local News Billboards: :10 video billboards on NY1 & News 12
Guide Inventory: On-screen ads as viewers pull up program grid

Results

% Households Tuned to the Program

SEGMENT HOUSEHOLDS

HHs Exposed to All (3) Executions

6.59%

Unexposed Households

3.05%

116%

ALL HOUSEHOLDS

HHs Exposed to All (3) Executions

4.23%

Unexposed Households

1.30%

225%

Households exposed only to TV360 saw 35% lift
Households exposed only to News Billboards saw 51% lift
Households exposed only to Main Menu Banners saw 62% lift
Campaign had 71% reach within target
Per Nielsen, campaign delivered HH ratings 69% above prior year, and the set-top box comparison was 83% over prior year.2
Households exposed to all three executions (TV360, News Billboards, & Main Menu Banner) tuned in to the program more than double (225%) that of unexposed households, and triple-exposed households in the target tuned in at a higher rate (6.59% vs 4.23%) than triple-exposed households that were not in the segment.

Sources

Source: NY DMA. Based on Altice set-top box data (Total Audience Data). Conversion analysis based on ad exposure and tune-in (Live+3) within Altice set-top box households; 2. The Nielsen Company (US), LLC; NY DMA, Live +SD & Altice set-top box data (Total Audience Data)

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Goal

An online sports betting company set goals to drive new customers to their website/app, increase actions among existing customers, and gain insight into which networks, dayparts, and creatives drove the highest action rate.

Target

New Jersey households that included Men age 21-55 & households defined as a “current customer" (based on a list match)

Solution

Addressable TV: Commercials were shown to households, according to target segments chosen by the client.

Results

Incremental Action Lift

Exposed action rate

.4780%

Unexposed action rate

.3996%

20%

20% Incremental Lift in “lower funnel” actions (FT Deposits, Re-Deposits, & Bet Placements)
16,195 incremental “lower funnel” actions to the website/app
Drove $613,398 in Gross Incremental Deposits

Targeted Households

253,714
Total Impressions

6.9M

Sources

Source: NY DMA. Conversion analysis based on set-top box ad exposure matched to website/app visitation data using Experian pixel. Incremental Lift = (Exposed rate – Unexposed rate) / Unexposed rate).

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Goal

A cable television network wanted to drive viewership to their summer programming.

Target

Households who have viewed the network but are “non-heavy” viewers. Also, targeted households who have viewed competitive programming.

Solution

Addressable TV: Creative was shown to target households. Creative changes occurred multiple times a week, based on client request
IP Targeting: Pre-roll videos and display ads were delivered to the same TV household segments

Results

Incremental Tune-In Lift

Exposed Tune-In Rate

1.81%

Unexposed Tune-In Rate

1.08%

67%

Households exposed to both the Linear and Digital Campaign converted at an average rate that was 67% higher than that of the average non-exposed households.
Despite OTT only running for 3 of the 8 weeks, there is evidence that when households were targeted by the linear and OTT campaigns they returned the highest average tune-in rates as compared to all other exposure combinations.
11.8% of medium (11-50 imps) exposed Linear-only converted households tuned to four or more (4+) summer movies across the 8 campaign weeks
38.3% of heavy (51+ imps) exposed Linear-only converted households tuned to four or more (4+) summer movies across the 8 campaign weeks
Exposed households displayed the highest tune-in conversion rates during Daytime (9A-6P) and Primetime (6P-12A)

Targeted Households

376,358*
TV Impressions

21.4M
Digital/OTT Impressions

5.8M

Sources

Source: a4 Advertising & Data Solutions, Total Audience Data. Conversion analysis based on set-top box and Digital ad exposure. Incremental Lift = (Exposed tune-in rate – Unexposed tune-in rate)/Unexposed tune-in rate; All rates are rounded to two decimals; *Target Households represents the weekly average throughout the campaign. 5 Minute Cumulative QH Minimum/5 Hour Maximum Edit Rule utilized in tuning data. Live+3 tuning data utilized from the Optimum footprint

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Goal

A leading auto manufacturer set a goal to increase sales for a specific line of vehicles. They wanted to reach TV and Digital consumers most likely to buy the vehicles.

Target

Households that had bought competitive vehicles.

Solution

Addressable TV: Different creatives were shown to different households, according to target segments chosen by client.
IP Targeting: Pre-roll videos and display ads were delivered to the same TV household segments.

Results

Incremental Sales Lift

Exposed buy rate

.334%

Unexposed buy rate

.198%

69%

HHs exposed to both TV & Digital delivered the highest conversion rate
Incremental Revenue = $8.4M
ROI = $22.44/dollar spent

Targeted Households

754,337
TV Impressions

5.1M
Digital Impressions

1.1M

Sources

Source: NY DMA. Targeting data source: IHS Markit. Conversion analysis based on set-top box and Digital ad exposure matched to Experian sales data. Incremental Lift = (Exposed buy rate – Unexposed buy rate)/Unexposed buy rate.

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Goal

A national retailer was looking to utilize TV to drive overall sales(phone and online) of their products in the NY market, with a focus on a specific holiday

Target

1st party data – current customers for the holiday; have not bought in the past year for the holiday; have not bought in the past three years for the holiday; lookalike buyers

Solution

Addressable TV: Commercials were shown to households according to target segments chosen by client.

Results

Incremental Sales Lift

Exposed buy rate

2.993%

Unexposed buy rate

2.627%

14%

14% Incremental Lift in Sales
13,323 Incremental Sales

Targeted Households

485,634
Total Impressions

2.3M

Sources

NY DMA. Conversion analysis based on set-top box ad exposure matched to first party sales data. Incremental Lift = (Exposed visit rate – Unexposed visit rate)/Unexposed visit rate).

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Goal

Drive patient conversion for a prescription drug

Target

Audience segments: Symptomatic, OTC Treaters, Diagnosed with the specific condition, and Competitive Rx

Solution

Addressable TV: Two different creatives were shown to target households, according to audience segments chosen by client.

Results

Lift in Cumulative Conversion Rate (no prior use of product)

Exposed & converted

.15%

Unexposed & converted

.09%

69%

Total incremental revenue: $226K
Drove conversion of 275 patients
Exposed patients with no prior use of the drug demonstrated a 69% lift vs. the unexposed group

Targeted Households

194,000
Total Impressions

6.3M

Sources

NY DMA. Audience target provided by Medicx. Analysis and sales data provided by IQVIA. Targeting and measurement based on set-top box data from Altice, with ad exposure matched to prescription sales.

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