Case Study: CTV DSP Strategy

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Overview

Connected TV (CTV) advertising has emerged as a powerful tool for brands looking to reach consumers in a more targeted and efficient manner. This case study examines how two different companies utilized CTV DSP strategies to achieve significant results.

1. Industrial Service Brand Case Study

  • Objective: An industrial service brand aimed to enhance brand awareness while maximizing cost efficiency during peak retail seasons.
  • Strategy: The brand partnered with Strike Social to leverage YouTube’s CTV inventory through a data-driven approach. The campaign utilized In-Stream Non-Skippable ads, targeting users on YouTube TV and the YouTube app.
  • Execution:
    • Targeting: Focused on home improvement and plumbing service segments, delivering over 600,000 impressions primarily on entertainment and sports channels.
    • Optimization: The team made over 9,000 optimizations to balance performance and cost, achieving a 13% cost efficiency improvement compared to guaranteed rates.
  • Results:
    • Achieved over 90% of impressions through YouTube TV placements.
    • Delivered a total of 11% improvement in CTV CPM cost-efficiency versus mobile placements.
    • Successfully managed costs during high-demand periods like Mother’s Day and Prime Day, demonstrating the effectiveness of CTV in maintaining competitive advertising rates.

2. Future Today Case Study

  • Objective: Future Today, a premium CTV streaming platform, sought to increase revenue across its numerous channels.
  • Strategy: Partnered with PubMatic to drive unique demand through a comprehensive DSP approach that included negotiating Private Marketplace (PMP) deals.
  • Execution:
    • Daily Monitoring: PubMatic’s customer success team tracked key performance metrics such as requests, revenue, and fill rates to identify opportunities for revenue enhancement.
    • Incremental Demand Generation: Leveraged relationships with leading DSPs to drive new demand and optimize engagement through curated PMP deals.
  • Results:
    • Achieved an average revenue increase of over 400% per month from the first half of 2021 to the second half.
    • Enhanced fill rates across their 700+ CTV/OTT channels, demonstrating the effectiveness of targeted DSP strategies in boosting revenue.

Best Practices for Implementing CTV DSP Strategies

  1. Define Clear Objectives: Establish specific goals for your CTV campaigns, whether it’s increasing brand awareness, driving sales, or enhancing customer engagement.
  2. Utilize Advanced Targeting Options: Leverage first-party and third-party data to create detailed audience segments. Use behavioral data to target specific user groups effectively.
  3. Optimize Creative Content: Invest in high-quality video ads that tell compelling stories. Ensure that your creatives are tailored to resonate with your target audience.
  4. Leverage Real-Time Bidding (RTB): Utilize RTB capabilities of DSPs to bid for ad placements dynamically. This allows you to maximize your ad spend by targeting the right audiences at optimal times.
  5. Monitor Performance Metrics: Regularly track KPIs such as impressions, click-through rates (CTR), and conversion rates. Use these insights to make data-driven adjustments throughout the campaign.
  6. Engage with Multiple Platforms: Integrate your CTV campaigns with other digital marketing efforts across social media, display advertising, and email marketing for a cohesive strategy.
  7. Stay Updated on Trends: Keep abreast of emerging trends in the CTV landscape and adapt your strategies accordingly to maintain relevance and effectiveness.

Conclusion

These case studies illustrate how brands can effectively utilize CTV DSP strategies to achieve significant results in terms of cost efficiency and revenue generation. By focusing on clear objectives, leveraging advanced targeting, optimizing creative content, and continuously monitoring performance, advertisers can maximize the potential of CTV advertising in today’s competitive landscape.