The McDonald’s case
As TV advertising undergoes a structural transformation toward a Total Video model, advertisers are asking a key question: how can BVOD and AVOD be orchestrated to maximize reach without creating unnecessary overexposure?
McDonald’s, supported by Realytics, provides concrete answers through a campaign measured with the BEE solution.
BVOD & AVOD: two CTV environments, one shared objective
In this use case, McDonald’s activates two CTV channels simultaneously: BVOD (Broadcast Video on Demand) and AVOD (Advertising Video on Demand). While both environments are built on the same foundation - video content accessed via CTV- they correspond to very different consumption behaviors.
With BEE Exposition, Realytics deterministically measures the reach generated by each lever and, most importantly, their level of duplication. The results are encouraging: the BVOD campaign reaches 3.9% of households, AVOD reaches 4.1%, and only 0.5% of households are exposed to both. This very low level of duplication confirms the strong complementarity between the two environments.
A CTV strategy designed around BVOD-AVOD synergy
This insight is great news for advertisers looking to expand reach while seeking clarity on their TV mix. In McDonald’s case, the campaign shows that BVOD and AVOD do not compete- they add up, each capturing distinct viewing habits.
Thanks to BEE Exposition, McDonald’s can refine its CTV media mix and manage investments with greater precision. For future campaigns, the brand can identify the most effective time slots and viewing contexts. A fine-tuned, agile and ROI-driven approach, fully aligned with today’s brand expectations.
BEE: the cross-media measurement tool serving Total Video
The added value of BEE lies in its ability to deliver unified, cross-device measurement. No more silos between linear TV, Addressable TV, BVOD or AVOD: advertisers can now manage their TV strategy like a digital lever, using consistent and comparable KPIs.
