Case Study

Measuring and optimizing CTV alongside linear TV

Oct 24, 2022

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The popularity of connected TV as an advertising medium continues to grow exponentially. It is of particular interest for its ability to generate incremental reach over linear television and to reach audience segments with little presence in this medium.

On the occasion of 'The @', an Insights+Analytics event to discuss relevant trends around the production, management and exploitation of data in the world of research, we had the opportunity to present an exercise developed together with Sunmedia on a Netquest panel, in which we demonstrated the effectiveness of this medium to achieve these objectives.

Specifically, we present data in two ways:

  • Measurement results, including reach, incremental frequencies on TV and coverage by target and time of day;
  • A data projection exercise, in which we detail how the media mix should be optimized to obtain better results.

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IMAGE: Drobotdean

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