Case study
Introduction
Partnering with Cannella Media, the advertiser leveraged Gracenote Contextual Video Data to programmatically target CTV audiences. The brand was able to ensure that ad placements ran within content that resonated with its customer base while driving improvements in engagement and conversions.
Objective
To effectively drive incremental reach, the brand knew that its advertisements should run against the right programming to engage its intended audience, or risk wasting ad spend on less-relevant content and missing valuable opportunities to connect with potential customers. The brand needed a scalable and efficient way to target specific programming that was both relevant to its target customers and available on DIRECTV during the campaign flight.
Cannella Media collaborated with Magnite, DIRECTV Advertising and Gracenote to expand the brand’s always-on campaign, leveraging content metadata from Gracenote in a private marketplace deal. Rather than relying on simply a broad, singular genre alone, Gracenote identified programs with granular themes, settings, characters and subjects that aligned with health as well as wellness, medical, lifestyle, crime and western content—aspects that the brand had identified as resonating with their target customers. Gracenote used its granular, descriptive video metadata and content IDs to identify and curate a contextual segment based on the top genres and moods appealing to adults age 50+. This included programming with Action, Thriller and Adventure genres as well as having tense, fun and heartwarming mood aspects that DIRECTV Advertising was then able to surface within Magnite for Cannella Media to target against.
10% higher than campaign average
For this campaign, CPA was calculated using a combination of website visits and orders
Results
The use of contextual signals led to a 99% video completion rate in the campaign, 10% higher than campaign average. The cost per acquisition (CPA) using contextual targeting was an average of 14% lower than the CPA derived using comparable third-party behavioral segment targeting.
This campaign demonstrates how advertisers can achieve high audience engagement, scale and optimize ad spend by aligning brand messages with highly relevant content. CTV publishers like DIRECTV Advertising that leverage contextual signals to package and sell their inventory are able to offer increased transparency, unlocking valuable monetization opportunities as the CTV market continues to grow.
Whether you’re looking to inform project development, accelerate content distribution or power next-gen personalized guides and user experiences, Gracenote can help you get the most from your content investment.
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