Quantifying Incremental Brand Impact of Enhanced CTV Spots

Background

TripleLift, the Creative Tech SSP that pioneered In-Show CTV Ads, recently introduced “Enhanced
Spots” - a CTV format featuring elements like Product Images and QR codes to break through the noise of conventional CTV Ads. Enhanced Spots transform existing CTV creative into an engaging video experience, with minimal required assets.

 Solution

To measure the impact of Enhanced Spots, TripleLift partnered with MediaScience, a neuromarketing audience research company. To test the efficacy of TripleLift’s ad formats, 800 respondents were exposed to a variety of CTV ad formats in different combinations: CTV Spots, Enhanced Spots, and In-Show Ads, with programming and other variables remaining the same. The brands even had varying degrees of popularity and various buying cycles.

Results

Through a post-exposure survey, TripleLift and MediaScience can confidently conclude that
Enhanced Spot are more effective than a traditional CTV Spot at increasing top-of-mind awareness and ad recall. They also drive comparable brand favorability and purchase intent impact. By adding a CTV Spot to an Enhanced Spot exposure, these results multiply with unaided awareness, increasing it at rates 3x more than a traditional CTV Spot alone.

  
 About TripleLift

We’re TripleLift, an advertising platform on a mission to elevate digital advertising through beautiful creative, quality publishers, actionable data, and smart targeting. Through over 1 trillion monthly ad transactions, we help publishers and platforms monetize their businesses. Our technology is where the world’s leading brands find audiences across online video, connected television, display and native ads. Brand and enterprise customers choose us because of our innovative solutions, premium formats, and supportive experts dedicated to maximizing their performance. We are part of the Vista Equity Partners portfolio. As an NMSDC certified minority owned business, we qualify for diverse spending goals and are committed to economic inclusion. Find out how TripleLift raises up the programmatic ecosystem at triplelift.com.