Nowadays, consumers spend more time interacting with screens than ever. The viewers a network might lose on linear TV are often catching up with their favorite shows on digital devices and streaming platforms. As a result, more and more brands are recognizing this shift and turning to CTV advertising.
In fact, according to a Q1 iSpot client survey, the majority of large advertisers planned to allocate 11-20% of their upfront budget to streaming this year. The challenge, however, is that traditional TV measurement fails to effectively capture ad viewing across both the linear and CTV landscape. As brands continue to invest more in digital and streaming, cross-platform measurement becomes an essential part of the toolkit for optimizing reach and ROAS.
Credit Karma is a prime example of a brand that is effectively measuring and optimizing incremental reach on CTV. The brand’s cross-platform campaign was so successful that, with the help of Vevo and iSpot, it won the inaugural Advanced Advertising Innovation Award for best use of multiple platforms. The following is a summary of the award-winning case study that was presented at this year’s Advanced Advertising Summit.
Credit Karma Teams Up with Vevo to Find New Audiences
To promote a new checking account product, Credit Karma turned to Vevo, the music video network, to gain incremental reach on CTV in addition to the campaign’s linear TV audience. The “Credit Karma Money” campaign was launched on Vevo in June 2021 with the goal of capturing new viewers the brand was unable to reach through linear TV investments.
iSpot Unified Measurement Illuminates Incremental Reach
For cross-platform measurement, Credit Karma and Vevo leveraged iSpot to uncover incremental reach on CTV. iSpot Unified Measurement provides advertisers with a granular view of incremental reach generated across streaming publishers. Trending this over time helps brands quantify the value of OTT ads to justify the investment. For Credit Karma, Unified Measurement was crucial in proving that Vevo was an effective platform to promote its checking account product to net-new consumers that were unreachable on linear.
Credit Karma ads Reach 4M Unique Viewers on Vevo CTV
Ultimately, the Credit Karma campaign was effective at reaching younger viewers (including Gen Z) and cord-cutters via ads running on desktop, mobile and Vevo CTV (both linear and app).
36% of the Vevo CTV audience was incremental to linear
Using iSpot Unified Measurement, Credit Karma uncovered that 36% of the Vevo CTV campaign audience was unduplicated with traditional linear TV. This means about 4 million unique viewers, who never saw the Credit Karma Money campaign on linear TV, were exposed only through Vevo. The incremental audience on Vevo CTV was reached despite Credit Karma spending millions of dollars advertising on premium TV programming, such as the NBA Finals, Stanley Cup Final, and the Tokyo Olympics.
This case study is also featured in our 2021 TV Ad Measurement report as the top cross-platform TV campaign of the year. Dive deeper into the year-end report to explore the top TV advertisers of 2021 (overall and by industry), ads with the most reach, most likeable video creatives and more.