{"id":19339,"date":"2021-12-28T16:01:00","date_gmt":"2021-12-29T00:01:00","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?post_type=ispot_case_studies&p=19339"},"modified":"2025-06-03T08:41:45","modified_gmt":"2025-06-03T15:41:45","slug":"how-amica-uses-ispot-unified-measurement-to-optimize-tv-advertising-2","status":"publish","type":"ispot_case_studies","link":"https:\/\/www.ispot.tv\/hub\/resources\/case-studies\/how-amica-uses-ispot-unified-measurement-to-optimize-tv-advertising-2\/","title":{"rendered":"How Amica Uses iSpot Unified Measurement to Optimize TV Advertising"},"content":{"rendered":"\n

Executive Summary<\/strong><\/p>\n\n\n\n

Amica, a leading mutual insurance company, used iSpot Unified Measurement to measure the conversion rate of audiences exposed to streaming TV ads compared to linear TV ads to justify and optimize advertising investments. Amica found that OTT is a viable and valuable complement to traditional TV buys, driving 6x higher conversion rates than linear TV ads alone.<\/p>\n\n\n\n

Challenge<\/strong><\/p>\n\n\n\n

After expanding from linear TV advertising into streaming, Amica measured performance based on brand awareness and video completion ratesThe brand wanted to further justify and optimize the investment but lacked the ability to measure incremental conversions achieved through streaming or compare individual OTT publisher performance.<\/p>\n\n\n\n

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Solution<\/strong><\/p>\n\n\n\n

Amica utilized iSpot Unified Measurement to analyze the incremental reach and performance of ads running across linear TV and major streaming providers. The analysis showed that:<\/p>\n\n\n\n

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\u201cThe iSpot Unified Measurement platform provided us with important insights into publisher and creative performance and will help inform and maximize the impact of future OTT investments.\u201d<\/em><\/strong><\/p>\nJames Bussiere, Senior Vice President of Marketing at Amica<\/cite><\/blockquote>\n<\/blockquote>\n\n\n\n

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Benefits<\/strong><\/p>\n\n\n\n

With iSpot\u2019s Unified Measurement, the Amica team gained:<\/p>\n\n\n\n

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  • Visibility into deduplicated reach and conversion rates of linear versus streaming ads<\/li>\n\n\n\n
  • Detailed breakdowns of reach and conversion rates across individual OTT publishers<\/li>\n\n\n\n
  • Timely and granular performance measurement of various ad lengths and creatives<\/li>\n<\/ul>\n<\/div>\n\n\n\n
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    \"\"<\/figure>\n<\/div>\n<\/div>\n\n\n\n

    By bringing all TV ad data together into a single platform, the Amica team can quickly and easily identify top performing OTT publishers.<\/p>\n\n\n\n

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    Success<\/strong><\/p>\n\n\n\n

    Amica was able to prove that advertising on streaming platforms expanded reach and increased brand awareness, while also driving strong business outcomes. With the help of Unified Measurement, Amica was able to:<\/p>\n\n\n\n

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    6x<\/strong><\/p>\n\n\n\n

    Prove that streaming ads
    converted at a 6x higher
    rate than linear ads<\/p>\n<\/div>\n\n\n\n

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    OTT<\/strong><\/p>\n\n\n\n

    Identify OTT publishers with
    high conversion rates to
    continue to invest in<\/p>\n<\/div>\n\n\n\n

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    +15s<\/strong><\/p>\n\n\n\n

    Determine that 15s streaming
    ads are more effective in
    driving conversions and adjust
    media plan accordingly<\/p>\n<\/div>\n<\/div>\n\n\n\n

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