12
Feb
2021

Case Study: Trade Association Raises Recycling Awareness with Simpli.fi’s OTT/CTV Solution

02/12/2021

Brand Overview

  • Renowned scientific trade association
  • Represents high-profile companies in the scientific community
  • Sought to raise awareness of recycling across the nation

Agency Overview

  • Large agency with several offices in the U.S.
  • Works with multiple national brands
  • Partner with Simpli.fi since 2016

Results

  • 3.1 Million Unique Users Reached
  • 97.5% Video Completion Rate
  • .93% CTR for Small-Screen OTT/CTV Ads

 

RAISING PUBLIC AWARENESS

As video streaming continues to grow, advertisers of all kinds are increasingly turning to OTT/CTV campaigns to drive awareness. In the U.S., OTT/CTV ad spending has increased by 25% in 2020 (eMarketer). To take advantage of this opportunity, a scientific trade association recently worked with a large advertising agency to leverage Simpli.fi’s addressable OTT/CTV advertising solution and promote the importance of recycling. The association was excited to curate a custom addressable audience and precisely target individual households across all devices – including connected TVs – with engaging video ads.

The association sought to maximize reach by targeting the largest relevant audience possible. Their secondary goal was to achieve a high Video Completion Trade Association Raises Recycling Awareness with Simpli.fi’s OTT/CTV Solution Rate (VCR) beyond the industry average of 90% to ensure the message was received. They turned to an agency that has experience with national brands and has been working with Simpli.fi since 2016 on behalf of several clients. Both the association and agency chose to leverage Simpli.fi’s Addressable Audience Curation tool to build a custom audience for household-level targeting.

 

TARGETING A PRECISE AUDIENCE AT THE NATIONAL LEVEL

The agency first used Simpli.fi’s Addressable Audience Curation tool to build a custom household-level audience in real-time based on location and demographic variables. The agency curated their audience using the “Environmental Contributor” variable to ensure every targeted user had interest in environmentalism and likely recycled in the past. Within this audience, the campaign targeted two distinct age groups to compare campaign performance: ages 18-34 and 35-54. There were 1.7 million and 3.5 million households identified for each age group, respectively.

After creating their unique audience of more than 5.2 million addresses, Simpli.fi’s Addressable Geo-Fencing solution used GPS data paired with plat lines to match each address to the exact physical location, shape, and size of the property. The system then automatically built a target fence around each property to serve OTT/CTV ads on both large and small screens with precision. Moreover, Simpli.fi’s cross-device graph identified every device associated with the household – including desktops, tablets, smartphones, and connected TVs.

This reinforced the message by reaching individuals on as many screens as possible. The agency created compelling and informational video ads in both :15 and :30 second spots. Furthermore, the small-screen ads linked to the association’s website to share more information regarding recycling initiatives.

 

MEASURING SUCCESS OF AWARENESS CAMPAIGNS

Ultimately, the association and agency sought to increase environmental awareness by achieving a high user reach and an above industry average Video Completion Rate of more than 90%. By curating a custom addressable audience and serving household-level OTT/CTV ads across multiple devices, the awareness campaign was a success. In total, the association reached more than 3.1 million unique users and achieved a VCR of 97.5%.

The agency and the association were excited about the results and Simpli.fi’s granular reporting capabilities. They could also easily compare results for the two audience age groups and measure performance with precision down to the ZIP+4 level. Additionally, Simpli.fi measured a CTR of .93% for small-screen OTT/CTV ads, exceeding the average rate for a video campaign and indicated that they successfully reached a receptive audience.
 

STAGE 1
Addressable Audience Curation

The scientific trade association curated a custom household-level audience with more than 5.2 million homes across the country based on location data and demographic factors.
 
STAGE 2
Addressable Geo-Fencing

The Simpli.fi system automatically built a target fence around each address using publicly available plat line and GPS data to match each address to the exact physical location, shape, and size of the property.
 
STAGE 3
OTT/CTV Advertising

Simpli.fi served ads on both large and small screen OTT/CTV devices to grow awareness among streamers with engaging video ads.

 
Interested in using addressable OTT/CTV advertising for your next awareness campaign? Reach out to hi@simpli.fi, or contact your Simpli.fi representative.