Case study
Natural supplement brand achieves CPA success with contextual targeting on streaming CTV
Introduction
To further engage their key audience, adults 50+, a leading natural supplement brand expanded its advertising strategy from linear TV to connected TV (CTV).
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
Reach incremental audiences across premium content on streaming CTV
A direct-to-consumer supplement brand and its media agency, Cannella Media, identified CTV as a new channel to increase engagement with its target audience of adults 50+. With the goal of driving ad engagement, increasing website visits, and ultimately increasing supplement orders, the brand embarked on its first CTV venture. Building on an established relationship with DIRECTV Advertising, Cannella Media and the brand looked to reach an incremental audience through CTV and air within content relevant to their target 50+ demographic.
Ensure CTV advertising paired with relevant content
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.
Gracenote contextual targeting to curated programs
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.
As marketers are looking for ways to stay relevant and drive efficiency while still building scale, contextual targeting is a key solution. The content metadata that Gracenote provides allows marketers to achieve that, while also ensuring greater brand safety and transparency. CTV is a natural extension of linear TV, and we look forward to continuing our collaboration with the natural supplement brand and Cannella Media.
Key findings
Video completion rate
10% higher than campaign average
Improvement in cost per acquisition (CPA)
For this campaign, CPA was calculated using a combination of website visits and orders
This campaign not only validated the effectiveness of contextual targeting on CTV for our client, but also enabled us to successfully launch an innovative and scalable programmatic campaign with DIRECTV.
Results
High engagement and CPA success
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.
Benefiting from contextual signals in CTV advertising
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.
This campaign exemplifies how combining rich contextual data with programmatic scale can deliver meaningful results for performance-driven brands. By integrating Gracenote’s metadata into our marketplace, we helped create a highly relevant CTV environment that drove measurable engagement and efficiency for the advertiser.
Unlock value from content with Gracenote
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