GSTV, a data-driven, national video network delivering targeted audiences at scale across tens of thousands of fuel retailers, and Comscore, a trusted partner for planning, transacting, and evaluating media across platforms, announced campaign results from two pilot studies that used a new approach to quantifying the effect of ad exposure on client business outcomes. Comscore measured two campaigns on GSTV’s video screens in 2019. The first, for a national broadcast network, promoted the season premiere of a reality competition show. Exposure to the ads on GSTV drove a +6.7% lift in tune-in among adults 18-54, according to Comscore. The second campaign, for a top mortgage lender, drove a +12.1% lift in visitation to the advertiser’s website. Both studies employed rigorous controls to ensure the measured lift was truly incremental and wholly attributable to exposure on GSTV.
“As forward-thinking advertisers shift their video budgets beyond traditional TV screens and personal devices, rigorous measurement of business outcomes must follow,” said Eric Z. Sherman, SVP, Insights & Analytics, GSTV. “Comscore is a leader in cross-platform video measurement, and we were pleased to partner with them to bring their innovative measurement solutions to a rapidly growing source of video inventory for marketers.”
“The explosion of video consumption across devices has led to an increasingly complex and fragmented media marketplace,” said Carol Hinnant, Executive Vice President, National Services at Comscore. “The ability to draw a straight line from a brand’s media investments to valuable business results is essential in this new environment, and we were excited to help GSTV do exactly that.”
Highlights from Comscore’s findings and methodology include:
● Driving TV tune-in for a national broadcast network. A hit reality competition show was returning to the air, and the network sought to promote tune-in during its premiere week. Leveraging its television viewership data from more than 30 million households, Comscore demonstrated that 28.7% of A18-54 exposed to the ads tuned-in to at least one of the first three two-hour episodes of the season. The tune-in rate was +6.7% higher than that of a matched control group not exposed to the advertising on GSTV.
● Driving web visitation and online conversion: A top mortgage lender sought to drive in-market home shoppers to its website. Comscore measured this targeted campaign by placing tags on the advertiser’s website to track visitation and conversion online. Comscore found that the campaign drove +16% more visitors to the advertised website than among a matched control group. The ads also drove a +6.8% lift in online loan inquiries, a key performance metric for the brand.
● A new measurement approach: In both cases, Comscore used location data from PlaceIQ to establish exposure to ads on GSTV screens, and to generate demographically and behaviorally matched control groups. Leveraging its proprietary technology, Comscore then linked ad-exposed (and control) devices to business outcomes measured by Comscore’s TV panel and digital census network. The incremental lift was calculated by comparing conversion rates across the two groups.