Case Studies | New York Interconnect

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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Goal

Drive credit card account registrations

Target

Audience segments: Current Qualified Customers, HH Users of a Competitor card, HH Users of Specialty Cards branded by upscale retailers, Owners of 3-4 Active cards, Complacent users of credit cards

Solution

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

Results

Incremental Lift

Exposed & converted

.101%

Unexposed & converted

.057%

76%

Current Qualified Customers experienced a 238% lift on Approved Accounts
Users of a Competitor card had a 95% lift on Approved Accounts
Users of a Specialty Upscale Retailer card achieved a 104% lift in Approved Accounts
Drove conversion of 1,500 accounts

Targeted Households

1.7M
Total Impressions

163M

Sources

NY DMA. Audience targets provided by LiveRamp, Experian, and Epsilon. Accounts data provided by client. Analysis provided by Acxiom. Targeting and measurement based on Altice HH with ad exposure matched to client data.

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Goal

An online sports betting company set a goal to increase awareness of their offering and drive consumers to their website. Their objective was to reach consumers most likely to participate in online gambling.

Target

Households that included Men age 21+ who were interested in gambling, including “Game Betting” and “Social Betting”

Solution

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

Results

Incremental Site Visit Lift

Exposed visit rate

.4039%

Unexposed visit rate

.3397%

19%

19% Incremental Lift in Web Visits
212 Incremental Visits to the Site

Targeted Households

394,075
Total Impressions

6.2M

Sources

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

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Goal

Leverage set-top-box data to execute a tune-in campaign in 3Q 2020, driving viewing to two programs airing on a broadcast network.

Solution

Linear TV: Tune-in ads were shown to all households in the NYI footprint

Results

% Households Tuned to the Program

Program 1

Exposed households

5.57%

Unexposed households

2.15%

159%

Program 2

Exposed households

3.95%

Unexposed households

1.09%

262%

Households exposed to the ad campaign tuned in to the program at a greater rate (159-262% higher) versus unexposed households

Sources

Source: 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

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 most likely to purchase the vehicle, including Likelihood to be in Market for a New Vehicle, Likelihood to be in Market for a New Pickup Truck.

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

.268%

Unexposed buy rate

.116%

131%

HHs exposed to both TV & Digital delivered the highest conversion rate
Digital increased target HH reach by 10 percentage points
Incremental Revenue = $4M
ROI = $10.46/dollar spent

Targeted Households

951,206
TV Impressions

15.5M
Digital Impressions

3.6M

Sources

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 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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