Magnite measuring the incremental reach of CTV to linear TV
Magnite is the world’s largest independent sell-side advertising platform. Publishers use Magnite’s technology to monetise their content across all screens and formats, including CTV, online video, display, and audio. Agencies and brands use Magnite’s platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. In April 2021, Magnite acquired SpotX to further enhance its CTV business and better help clients in this rapidly growing market.
Before a boxing match that was expected to be streamed worldwide, a global sports brand tasked Magnite to promote their workout products through CTV advertising alongside their linear TV campaign. Magnite created a bespoke curated marketplace to accommodate this, allowing the brand to access multiple premium CTV publishers through one entrance point. However, to prove the value of CTV and the quality of its ad inventory, Magnite needed a solution to help them report on the audience composition and incremental reach delivered by this channel.
Powered by AudienceProject’s audience measurement platform AudienceReport and its unique integration to TechEdge, Magnite utilised its measurement solution MetriX to report on the following key campaign metrics:
- Net audience reach
- Audience reach by channel
- Incremental reach by channel
This was done by merging BARB TV panel data (the UK linear TV currency) and AudienceProject online panel data within the TechEdge AxM module (supplier of research and planning tools for linear and non-linear TV consumption data), allowing Magnite to analyse the combined, individual and unique reach for the sports brand’s CTV and linear TV campaigns.