Adtech platform Nexxen and Match & Wood has helped bedroom retailer Snooze reach substantially more Australian households in a cross-screen campaign.
Leveraging Nexxen’s TV Intelligence and Cross-Screen Measurement solutions, the campaign reduced duplicated exposure among households that were already reached through linear TV, while identifying incremental audiences through competitor TV exposure.
For the End of Financial Year period, Snooze wanted to maximise the value of its TV investment by improving the efficacy of an ongoing cross-screen campaign and identifying new opportunities to extend reach beyond audiences already exposed to Snooze and its competitors’ ads.
Nexxen’s TV Intelligence enabled two audience strategies: excluding households already exposed to Snooze’s linear TV commercial; and, reaching people exposed to competitor brands’ linear TV ads.
These audiences were activated programmatically across premium streaming environments.
Nexxen then provided Cross-Screen Measurement, bringing together linear and streaming exposure data to measure total reach, audience overlap, incremental streaming reach and the contribution of streaming to the overall campaign.
Across linear TV and streaming, it identified 69,000 overlapping households, helping reduce duplicated exposure across linear TV and streaming.
The campaign also delivered 767,000 incremental streaming household reach, reaching 2.72 million total converged households
“At Match & Wood, we’re always looking for ways to make our clients’ media work harder. For Snooze, Nexxen’s ACR data allowed us to plan across screens more intelligently, reducing duplication and using streaming to deliver incremental reach,” said Emma Macey, group director, Match & Wood Australia.
“It’s a great example of how we combine smart strategy, data and technology to drive greater value from every media dollar.”
Snooze head of campaign and media Tanya Poulter said: “Nexxen’s ACR data has helped us take a smarter approach to Screens, using real viewing behaviour to reduce duplication and extend reach beyond our linear TV audiences. It’s helping us create a more connected approach across screens and make our overall media investment work harder.
“TV audiences are increasingly moving across linear and streaming environments, making it important for advertisers to understand how those audiences connect,” said Ingrid Lennie, senior sales manager, Nexxen.
“As cross-screen campaigns become more common, having a clearer view of how audiences are reached across different environments allows advertisers to make more informed decisions about their media investments.”
