Brands Achieving 7% Engagement Rate Using Connected, Addressable TV Advertising
ABC is a leading detergent brand in the region and recently completed an addressable TV campaign with Fox TV. 100,000 impressions were booked achieving a Click Through Rate (CTR) of 7.3% with the campaign spanning 2 weeks. On average, Admongrel addressable TV campaigns can achieve 2-3% CTRs, however 7.3% is exceptional. With the backdrop of the Covid crisis, the product is of course highly relevant however there are other factors in the design of this campaign which have led to these high engagement rates, namely: Targeted contextual placement Developing the brand’s story with progressive creatives across a range of different content Continual optimisation based on real time results ABC Marketing Director Deniz Özyer said: ‘Being able to tell a richer story than linear TV ads and letting viewers engage more with our content resulted in increased engagement. Utilizing such an innovative platform which allows us to connect consumers meaningfully excites us for future possibilities’. The campaign was run over 3 different parts of the day with different creatives and call to actions being applied to the related timings. As familiarity with the content grew, so did the engagement rate. Engagement in the 3rd part of the day (the evening), being highest. During the campaign different program genres were tested while maintaining the same creative strategy and again engagement remained high at the last part of the day, delivering an averaged 7.3% CTR. The choice of shows was optimised during the campaign based on the most engaged viewer segments. Connected, addressable TV continues to disrupt the media mix and is being welcomed by advertisers looking for a new channel to engage with their audience. Altay Marmara , ‘Director of Digital Media Ad Sales’, Walt Disney Company said: 'Another great campaign run with our partner Admongrel, demonstrating the power and monetization of AddressableTV over pure digital. We are always keen to work with brands at the cutting edge of addressable’. Admongrel’s business is Addressable TV Analytics and Advertising, focusing on the linear TV market. We are here to help you grow your revenue and we would love to talk to you.
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