Simpli.fi Recognized As Finalist for “Best Use of OTT/CTV” by 2023 Reed Awards
We’re excited to share that Simpli.fi was named a finalist in the 2023 Reed Awards for the “Best Use of OTT/CTV” category. The Reed Awards brings leading political campaign professionals from across the world under one roof. With the help of our partner GMMB, we’ve produced a case study for the campaign that led to this recognition. Let’s talk about how Simpli.fi’s Linear Subscriber Exclusion tool drove unparalleled performance for GMMB and their client.
SIMPLI.FI & GMMB PARTNER TO REACH STREAMING-ONLY HOUSEHOLDS FOR KEY U.S. SENATE RACE IN 2022
GMMB, a full-service political advertising agency located in Washington, D.C., partnered with Simpli.fi to advertise during the 2022 election cycle. The agency works with clients including high-profile candidates, non-profits, and national PACs. For this particular campaign, the advertiser they represented wanted to accomplish the following:
- Centralized focus on advertising for U.S. Senate seat races
- Sought to share information about candidates running in one key state
- Wanted to exclusively target streaming-only households to avoid overlap with their existing linear TV advertising efforts
As the 2022 midterm elections drew closer, GMMB and their client enlisted Simpli.fi to maximize reach among voters in a battleground state and showcase messaging related to their candidate for the U.S. Senate. The Super PAC wanted to add CTV advertising to their existing linear TV efforts while avoiding overlap between the two. In order to maximize budget and achieve incremental reach, Simpli.fi and GMMB established a strategy to solely reach streaming-only households that did not have a linear TV subscription.
LEARN HOW SIMPLI.FI HELPED EXECUTE A TARGETED CTV STRATEGY WITH NON-LINEAR VIEWERS
First, the team designed a plan to reach a target audience of voting-age residents in this battleground state without a linear TV subscription. They used Simpli.fi’s Addressable Audience Curation tool to identify all households within the state with people ages 18 and up. Then, Simpli.fi’s Linear TV Subscriber Exclusion capabilities enabled them to exclude all households with a linear TV subscription. This allowed the advertiser to achieve incremental reach to a streaming-only audience and entirely remove duplication between their linear TV campaigns.
With this custom audience of more than 3.8 million homes, 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 precisely serve CTV ads on the large screen.
A WINNING COMBINATION: INCREMENTAL REACH WITH A STREAMING-ONLY ADVERTISING AUDIENCE
Overall, GMMB and the Super PAC were pleased with the results of the campaign. They successfully targeted an audience of streaming-only households in this key battleground stat to achieve incremental reach over their linear TV efforts. In total, the campaign reached 474,814 unique users and achieved a 95.97% Video Completion Rate. Most importantly, their candidate won the election for U.S. Senate, and the political agency continues to work with Simpli.fi for CTV advertising.
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