As Connected TV (CTV) continues to revolutionize the advertising landscape, the strategic use of first-party data has become a game-changer. This was clearly demonstrated by a global e-commerce travel brand that partnered with Madhive to activate their first-party data on CTV, yielding remarkable results.
The Challenge: Navigating Fragmented Viewership on CTV
In today’s fragmented streaming environment, reaching the right audience on CTV can be challenging. This travel brand, with its vast reservoir of first-party data, sought to overcome these challenges by precisely targeting specific audience segments and proving attribution across multiple channels.
The Solution: First-Party Data Activation with Madhive
Madhive played a pivotal role in helping the travel brand leverage their first-party data for highly targeted CTV campaigns. By onboarding their data and optimizing campaign variables, the brand was able to:
- Identify and Reach Specific Audiences: Madhive captured detailed first-party data from the travel brand’s e-commerce site, allowing them to create highly targeted audience segments, such as outdoor and family travelers.
- Expand Reach Across CTV Channels: Through Madhive’s extensive programmatic marketplace, the brand was able to publish ads across a wide variety of streaming services, ensuring comprehensive reach.
- Optimize Campaign Performance: The campaign benefited from real-time data, enabling continuous optimization of ad frequency and creative length to maximize effectiveness.
Key Insights from the IAB US: What Buyers Value in CTV Advertising
According to research from the Interactive Advertising Bureau (IAB) in the US, several key factors drive the decision-making process when selecting ad partners for CTV:
- Audience Personalization: 66% of buyers prioritize audience personalization capabilities, highlighting the critical role of first-party data in crafting targeted advertising experiences.
- Reach, Ad Quality, and Measurement: These are the most important criteria for buyers when investing in digital video channels. Despite challenges like measurement issues and brand safety concerns, the ability to reach a broad audience with high-quality ads remains paramount.
- Programmatic Efficiency: Programmatic buying enhances efficiency and ROI by offering functionalities like frequency control, cross-channel activation, and data appending, which are highly valued by buyers across all spending levels.
The Results: Data-Driven Success
The travel brand’s collaboration with Madhive delivered outstanding results:
- 51% Decrease in Unique Cost per Conversion: The brand achieved significant cost savings while enhancing the efficiency of their ad spend.
- $10.9M in Total Revenue: The campaign generated substantial revenue, underscoring the power of first-party data in driving successful CTV advertising.
- High Engagement Rates: With a 99% video completion rate, the travel brand effectively captured and maintained viewer attention, leading to higher conversion rates.
Siprocal: Your Ally in First-Party Data Activation for CTV
While Madhive’s case exemplifies the impact of well-executed CTV campaigns, Siprocal stands as a trusted ally for brands looking to harness the power of first-party data in their CTV advertising efforts. With advanced technology solutions and deep industry expertise, Siprocal helps brands navigate the complexities of CTV, optimize their campaigns, and achieve superior ROI.
If you’re ready to take your CTV campaigns to the next level, Siprocal can provide the support and technology you need to succeed. Contact us today to learn how we can help you unlock the full potential of your first-party data in the rapidly evolving world of digital video advertising.
0 Comments