"Instead, it's reshaped how we plan. By combining linear with CTV and broadcaster video-on-demand (BVOD), we can unlock incremental reach, particularly among lighter TV viewers. For Inghams, a travel client of ours, this approach paid dividends. Using Sky AdSmart, we targeted over 150,000 specific households based on detailed segmentation. The results? An 84% uplift in web visits and a three-times return on ad spend."
"Where once only the biggest advertisers could afford a prime-time slot, today brands can test and learn with far smaller budgets, using incredibly rich and high-quality content, often in premium positions. This is thanks to addressable TV and programmatic TV buying through partners such as StackAdapt and Sabio. These platforms allow brands to enter the space at the right scale for them."
Linear viewing has declined, especially among younger audiences, but TV persists through combined planning across linear, CTV, and BVOD to unlock incremental reach among light viewers. Addressable and programmatic TV enable precise household targeting and lower entry budgets, allowing challenger and mid-sized brands to test in premium environments. Campaigns using platforms like Sky AdSmart, StackAdapt, and Sabio can target segments and measure outcomes such as web visits and ROAS. One travel campaign targeting 150,000 households achieved an 84% uplift in site visits and a three-times return on ad spend. Joined-up measurement and attribution now build accountability alongside brand-building.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]