Measuring the advertising contribution of connected television in a Renault campaign

Connected television (CTV) – online television channels, through Smart TVs and other devices – is very quickly gaining prominence and its consumption is increasing steadily. According to The Trade Desk, 38% of Spaniards have spent over 16 hours watching streaming services on television every week since the onset of the pandemic.

In this context, understanding how CTV works as an advertising medium in order to efficiently combine it with traditional or linear television in a campaign’s media plan is becoming urgent. Among other things, it is essential to precisely understand what its incremental reach is and to determine whether it generates a different impact in terms of branding or advertisement recall.

And that is exactly what we have addressed in a study conducted by GfK, in collaboration with The Trade Desk España, the OMD agency and Renault. We at FLUZO provided our ACR technology, based on audio-matching, to observationally measure from a single source integrated in a Netquest panel exposed to the Renault campaign. The campaign broadcasted on both linear and connected TV, and provide data on the reach, frequency and incremental audience of the different channels.

What’s more, we were able to explore the impact CTV generated on brand KPIs by surveying those who had seen the campaign, and to offer data about the contribution of each medium to the campaign’s effect.

From among our published results, the following stand out:

• Impacts increased and frequency was reinforced. 19% was the total coverage reached by CTV with this campaign while exclusive coverage was 2% (users impacted exclusively by CTV, not by linear TV)
• The impact on users who consume less linear TV was reinforced. The CTV campaign reached 27% of low TV viewers (users who watch less than 3 hours of linear TV per week or were impacted less than twice on this medium); this generates optimal reinforcement on users less impacted in linear TV.
• Better perception of brand recall. Users impacted by CTV showed larger increases in brand notoriety and a greater effect in all advertising notoriety metrics. Improvements in brand momentum, with 48% of CTV viewers stating they recalled the advertisement compared to 34% of the linear TV audience, prove that combining the two types of TV offers a strong boost to the brand.
• Improved purchase consideration. Thanks to CTV’s less saturated environment, it garners purchase intention 9 points higher than that of linear TV viewers.

As we recently pointed out, the current context of multiplying available platforms offers very interesting opportunities to follow users on the different platforms where they are fond and, in turn, amplify campaign impact. And this study is proof of that: with the right methodology, opening up to new platforms is a great idea.