May the greenest grass be yours: Cross-media data to take CTV and Digital to the top

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WHAT:

Today, we’re exploring how Connected TV (CTV) and digital platforms can transform cross-media campaigns when supported by best-in-class data. To demonstrate this, we’re sharing a success story featuring our trusted partner EXTE and a leading automotive advertiser.

WHY:

The rapid growth ?? in CTV and Online Video ad spend is making headlines everywhere.

But what’s driving this surge? And more importantly, how can you unlock its full potential?

HOW:

Using FLUZO’s proprietary cross-media and single-source data, we provide a unified view of media consumption and ad performance across all platforms—from linear TV to CTV, online video, and even walled gardens. Want to know more? Check out our methodology.

?? Getting the Entire Lawn Green

Linear Television remains a cornerstone of advertising, renowned for its unparalleled reach and cost-effectiveness.

However, it grapples with a significant challenge: uneven audience distribution.

• 70% of ad impressions are concentrated among High TV Viewers.
• Only 10% of impressions reach Light TV Viewers.

This imbalance is like watering just one part of the lawn while the rest remains dry. Visually, the inefficiency of this situation looks something like this:

Yes, as you might be guessing, CTV, online video (OLV), and digital platforms act as the additional perfect sprinklers ?? reaching the dry spots where linear TV can’t—or where reaching them becomes too expensive.

Here’s why:

? They effectively reach elusive demographics, including Light and Non-TV Viewers.

? They provide advanced targeting capabilities.

? With Smart TVs as their main device, they offer an unparalleled ad-viewing experience.

However, without robust cross-media measurement, these synergies remain untapped.

? What You’re Missing Without Cross-Media Data:

• Expand Incremental Reach: Detect and enhance the incremental audiences CTV brings to linear TV, particularly Non-TV Viewers who are otherwise unreachable.
• Target Light TV Viewers: Address the industry-wide challenge of reaching low-frequency TV audiences.
• Analyze Overlap and Dispersion: Understand cross-platform overlaps to fine-tune strategies. FLUZO’s analysis reveals 7.5% overlap between TV and digital audiences, with negligible redundancy in digital lines (0.09%).
• Boost Campaign Efficiency: FLUZO’s Frequency Index shows how EXTE’s platform balances impact distribution far better than linear TV, ensuring more efficient reach across Low, Medium, and High TV Viewers.

?? Case Study: An Automotive Campaign Results

A top automotive advertiser partnered with EXTE and FLUZO to measure their cross-media campaign’s performance, revealing these game-changing insights:

?? TV Impact Distribution Revealed: 72.8% of impressions were reaching High TV Viewers, with only 5.9% reaching Light TV Viewers.

?? Budget Optimized: Increasing linear TV spend to reach incremental audiences raised costs by 15%, while EXTE’s balanced strategy proved far more cost-effective.

?? Impact Distribution Improved: A balanced approach reached 34.5% High TV Viewers and 30.4% Light TV Viewers, delivering a 5-point increase in incremental reach compared to linear TV alone. This approach boosted total campaign reach by 2.7% and optimized frequency within the core target audience.

?? The Future Is Cross-Media

By combining TV and digital with cross-media data, you can ensure every dollar spent drives measurable results, balances frequency, and creates campaigns that truly resonate. This isn’t just a trend—it’s essential in today’s fragmented media landscape. Tools like FLUZO and EXTE are leading the way, helping advertisers expand their reach with strategic precision and efficiency.