"Last year, the agency partnered with Spectrum Reach, Spectrum's advertising arm, to analyze show-level metadata and see which programmatic CTV placements were performing best across several of its campaigns. One of those campaigns was for a major food and beverage brand that wanted to build on the momentum of its Super Bowl advertising by securing spots in both men's and women's college basketball games during the tournament."
"What began as a brand-building effort ended up delivering Rain's highest response rate that quarter, according to Kyle Knutsen, the agency's director of digital video. "We were driving qualified visits relative to some of our most efficient buys," said Knutsen, and at roughly 50% lower CPMs. That's no small feat, particularly for sports inventory, he added, which can get a bit "crazy" - as in price - due to heavy demand."
"To help plan around that complexity, Spectrum Reach gets content metadata through its longstanding partnership with Nielsen's Gracenote, which began as a way to keep its TV listings accurate and evolved into an ad sales offering a few years back. Using Gracenote's unique identifier, TMS ID (the name is a holdover from Gracenote's previous owner Tribune Media Services, in case you were wondering), Spectrum Reach categorizes and tracks individual shows, genres and even episodes, making it easier to determine the exact placement of programmatic ads."
Rain the Growth partnered with Spectrum Reach to analyze show-level metadata and optimize programmatic CTV placements across multiple campaigns. One campaign for a major food and beverage brand targeted both men's and women's college basketball slots to build on Super Bowl momentum. The targeting produced the agency's highest response rate that quarter and delivered qualified visits at roughly 50% lower CPMs. Spectrum Reach sources detailed content metadata from Nielsen's Gracenote using TMS ID to categorize shows, genres, and episodes. The TMS ID enables precise ad placement and helps reduce CTV inventory opacity compared with traditional linear TV show-level buying.
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