Leveraging TV viewing data and cross-screen measurement, the campaign reduced audience duplication across screens and delivered incremental reach through streaming
Nexxen, the advertising technology platform powered by unique data and media, today announced the results of a cross-screen campaign for bedroom furniture retailer Snooze Australia (“Snooze”) and its media agency, Match & Wood. Leveraging Nexxen’s TV Intelligence and Cross-Screen Measurement solutions, powered by its automatic content recognition (“ACR”) data, the campaign successfully reduced duplicated exposure among households already reached through linear TV, while identifying incremental audiences through competitor TV exposure.
For the End of Financial Year (“EOFY”) period, Snooze wanted to maximise the value of its TV investment by improving the efficacy of an ongoing cross-screen campaign and identifying new opportunities to extend reach beyond audiences already exposed to Snooze and its competitors’ ads.
Nexxen’s TV Intelligence enabled two audience strategies: (1) excluding households already exposed to Snooze’s linear TV commercial, and (2) reaching people exposed to competitor brands’ linear TV ads. These audiences were activated programmatically across premium streaming environments.
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Nexxen then provided Cross-Screen Measurement, bringing together linear and streaming exposure data to measure total reach, audience overlap, incremental streaming reach and the contribution of streaming to the overall campaign.
Key campaign results include:
Identifying 69K overlapping households, helping reduce duplicated exposure across linear TV and streaming
Delivering +767K incremental streaming household reach
Reaching 2.72M total converged households
“At Match & Wood, we’re always looking for ways to make our clients’ media work harder. For Snooze, Nexxen’s ACR data allowed us to plan across screens more intelligently, reducing duplication and using streaming to deliver incremental reach,” said Emma Macey, Group Director, Match & Wood Australia. “It’s a great example of how we combine smart strategy, data and technology to drive greater value from every media dollar.”
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“Nexxen’s ACR data has helped us take a smarter approach to Screens, using real viewing behaviour to reduce duplication and extend reach beyond our linear TV audiences. It’s helping us create a more connected approach across screens and make our overall media investment work harder,” said Tanya Poulter, Head of Campaign and Media, Snooze.
“TV audiences are increasingly moving across linear and streaming environments, making it important for advertisers to understand how those audiences connect,” said Ingrid Lennie, Senior Sales Manager, Nexxen. “As cross-screen campaigns become more common, having a clearer view of how audiences are reached across different environments allows advertisers to make more informed decisions about their media investments.”
Nexxen is the advertising platform that delivers full-funnel performance powered by unique data and media. Comprised of a demand-side platform (“DSP”) and supply-side platform (“SSP”), with the Nexxen Data Platform at its core, we meet the demands of today’s converging media landscape with exclusive audience intelligence, automation and expertise.
Headquartered in Israel, Nexxen maintains offices throughout North America, Europe and Asia-Pacific and is traded on Nasdaq (NEXN). For more information, please visit nexxen.com.
Match & Wood is a leading Australian independent media agency built on trusted, transparent partnerships. The agency brings together media, strategy, data & technology expertise to make media investment work harder, and deliver more effective outcomes for clients.
Snooze has been helping Australians get a better night’s sleep for more than 50 years. With a national network of stores and online offering, Snooze combines trusted sleep expertise with quality mattresses, bedroom furniture and personalised service
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