The Role of Advanced TV in Enhancing Omnichannel Retail

What did we do?

We analyzed the contribution of Advanced TV (ATV) in a MediaWorld cross-media campaign during Black Friday, which also included TV, radio, and digital placements. The study provides key insights into how ATV significantly enhances the campaign's effectiveness by reaching higher-income and younger demographics. Additionally, ATV achieved a boost in brand awareness entirely through exclusive exposure, making it a key asset in maximizing reach and enhancing brand awareness throughout the campaign.

Methodology

To gather these insights, we employed FLUZO's advanced audio-matching technology, which provides a unified metric for all audiovisual media in the campaign, including TV, CTV, VOL, and OTT platforms. This methodology allows for continuous and observational measurement, capturing detailed data on media consumption. The success of this study also relied on our collaboration with Nextplora, our panel partner, and Mediaplus Agency, responsible for the strategic planning and execution of the media campaign.