After the intense pressure of preparing a TV advertising campaign, it’s finally time to sit back on the couch and watch the results roll in.
When it comes to aesthetics, we can debate for hours but measuring exposure to a linear TV and CTV spot? That’s a different story.
The exposure of a TV ad cannot be assessed based on intuition alone. And even less when it comes to determining the additional reach provided by combining two TV strategies. The success of a TV campaign isn’t guessed—it’s measured with precision.
Combining Linear TV and BVOD with data science
For instance, data science helped answer a key question from an advertiser in the banking and insurance sector: What was the contribution of CTV (BVOD) to the total reach of their target audience compared to their national linear TV campaign?
Determining duplication and incremental reach to optimize TV investments
As illustrated in this campaign analysis, BVOD generated a 16% net incremental reach on the same target. Without the CTV component running alongside the national linear TV campaign, the overall campaign reach would have been lower, limiting the potential for optimal ad exposure.
So, do audiences overlap? Yes.
Bee was able to determine a duplication rate, revealing that 19% of exposed viewers saw the ad both on linear TV and CTV.
Bee: The Total Video Measurement Solution
Such precise insights were made possible by Bee, Realytics’ innovative solution. A unique and exclusive tool, Bee has already won five industry awards for its performance and capabilities.
Understanding your TV ad exposure is essential to optimizing future campaigns, allowing you to reinforce messaging on the platforms where your core audience is most engaged. As we’ve seen, 16% of viewers would not have been reached by a linear TV campaign alone—CTV played a crucial role in filling that gap.
Don’t remain passive about your TV campaign exposure:
