A leading healthcare advertiser faced challenges in gaining a true understanding of the effectiveness of its CTV and linear TV ad buys at the market level. Working with agency Monks, the advertiser aimed to bridge this gap by incorporating Comscore Campaign Ratings measurement into its recent cross-platform campaign run on The Trade Desk platform. The primary goal was to measure the incremental reach provided by CTV and how it complemented traditional linear TV efforts.
Comscore Campaign Ratings (CCR) measurement was applied directly within The Trade Desk via a simple implementation process.
The campaign was monitored to understand how effective CTV inventory was at extending reach incremental to the linear portion of the campaign.
The Monks agency team was able to validate the incrementality driven by CTV at a market level and uncovered multiple actionable insights.
The campaign results exceeded expectations:
An overwhelming 99.5% of the exposed audience reached on CTV had not been exposed to the linear TV campaign, proving CTV’s ability to significantly expand reach beyond traditional media.
CTV also delivered a substantial 36% co-viewing lift, outperforming some of the major TV networks running on the campaign.
These results highlight CTV’s effectiveness in reaching new, untapped audiences with minimal overlap, demonstrating how the integration of CCR allowed the advertiser to optimize media spend and improve campaign performance at the market level.