In the ever-evolving local advertising landscape, local businesses need innovative solutions to stand out. Locality Reach+ offers a data-driven local video ad solution that simplifies and unifies the cross-platform campaign buying process—covering planning, activation, measurement, and optimizations—of locally targeted premium streaming and local broadcast TV video ad inventory.
Background
In today’s fragmented media landscape, brands, advertisers, and media buyers struggle to gain a clear, comprehensive view of their campaign’s true total reach when exposure is spread across multiple video platforms. Without a unified measurement solution, advertisers struggle to accurately measure and optimize campaigns, understand audience engagement, and effectively allocate budget across different video options accordingly. Locality Reach+ solves this by using Automatic Content Recognition (ACR) data from partners like Inscape to track over 24MM VIZIO smart TV, providing precise, household-level insights across both linear TV and streaming video impressions. This enables intelligent local campaign optimizations and a comprehensive view of cross-platform reach, transforming data into actionable performance metrics.
In this Reach+ campaign case study, Locality collaborated with Brand X (a QSR asked to remain anonymous) to tackle key challenges in the cross-platform video space and successfully launch a new product available in-store and online in the Birmingham, AL DMA. The campaign aimed to maximize incremental reach and optimize cross-platform ad delivery through advanced audience targeting, precise measurement, and ACR data informed optimizations.
To achieve these objectives, Locality partnered with Inscape / VIZIO, a trusted provider of real-time viewing data powered by Automatic Content Recognition (ACR) technology. This partnership provided granular insights into ad exposure across local and national linear TV and streaming video environments, enabling the campaign to identify and optimize incremental reach, engaging households previously unreached by Brand X’s ads on TV screens.
The case study showcases the success of this approach. By minimizing duplication across video platforms and strategically optimizing for maximum delivery to non-exposed households, the campaign demonstrated the value of combining premium streaming inventory, actionable data, and effective activation to overcome media fragmentation at the local level.
Campaign Strategy and Goals
Locality Reach+ supported Brand X in testing a new product in the Birmingham DMA before a national launch. The key campaign objective was to drive incremental reach beyond Brand X’s ads on linear TV and other streaming platforms, maximize exposure to new households, and gather insights for future local advertising strategies. This streamlined approach ensured that Brand X’s campaign was both effective and efficient, leveraging Locality Reach+’s capabilities to overcome media fragmentation and achieve significant results at the local level.
Objectives / KPIs:
- Drive incremental reach beyond Linear TV and Other Streaming video platforms outside of Locality’s purview.
- Maximize exposure to new households.
- Gather insights for future campaign strategies.
Flight:
- 6-weeks during Q2-Q3 2024
Planning:
- Locally targeted Streaming Video in the Birmingham, AL DMA, with a focus on cross-platform audience measurement and campaign optimizations.
Activation:
- Video ads in Birmingham, AL DMA activated across 150+ top streaming publishers, including Warner Bros. Discovery, Amazon Prime Video, Tubi, and more.
Measurement:
- Utilize precise cross-platform viewership measurement techniques, powered by ACR data.
Optimization:
- Continuous ACR data-driven optimizations to ensure maximum incremental reach, a balanced campaign ad frequency, and impactful audience engagement.
Key Results & Local Impact
Locality’s Reach+ Streaming video campaign with Brand X delivered the highest unique incremental reach, optimized ad exposure, and improved ROI across both linear and streaming platforms.
- Highest Incremental Reach: 27% incremental reach in the market compared to Brand X’s ad exposure via national and local Linear TV and Other Streaming Video outside of Locality’s campaign purview in the Birmingham DMA.
- Reaching Unexposed Households (Linear TV): 74% of households not exposed to the ad on Linear TV were reached by Locality’s Reach+ streaming campaign.
- Reaching Unexposed Households (Other Streaming): 58% of households not exposed to the ad on Other Streaming Services were reached by Locality’s Reach+ streaming campaign.
- Household Reach (Birmingham DMA): One in five (20%) of all Birmingham DMA Inscape measured households were reached by Locality’s Streaming video campaign, that’s over half (54%) of Brand X campaign’s measured households in the Birmingham market (37%).
- Duplication Reduction: Minimal duplication of reach between Locality streaming, Linear TV, and other streaming platforms.
- Balanced Frequency: Locality’s Reach+ Streaming campaign controlled ad frequency for the best results, where the Brand X Linear TV campaign front loaded ad impressions with 40% occurring within 2.5 minutes of the previous impression causing a poor viewer experience of repeating ads.
- ROI Impact: Locality’s Reach+ Streaming campaign delivered 1.4X more impressions than Linear TV and almost 3X more than other streaming services, driving greater ROI for Brand X.
Measurement and Success in Charts
Source: Inscape, Q2-Q3 2024
Locality’s Reach+ Streaming campaign reached more Birmingham, AL DMA homes and TV screens than any other Brand X video campaign.
Locality’s Reach+ Streaming campaign delivered more incremental reach with the highest percentage of Brand X’s unique ad viewing HHs on the TV screen with minimal audience duplication.
Locality’s Reach+ Streaming campaign delivered 3X more ad impressions than Other Brand X Streaming campaigns, outside of Locality’s Streaming campaign purview, and 1.4X more than Brand X’s Linear TV campaign with minimal audience duplication.
Locality’s Reach+ Streaming campaign delivered a better, more balanced viewer experience than Brand X’s Linear TV campaign by controlling for ad frequency and recency. On average, 40% of Brand X’s Linear TV viewing households were exposed to ads within 2.5 minutes of each other – a repetitive experience that can be annoying to the audience and negatively impact their view of Brand X.
For more information on how your brand can leverage Locality Reach+ for your cross-platform local video campaigns, get in touch with a Locality expert near you.
