Campaign achieved 21-35% incremental reach across key audience segments with the addition of linear addressable and higher conversion efficiency for linear addressable compared to OTT

Magnite , the world’s largest independent omnichannel sell-side advertising platform, announced that its programmatic addressable offering enabled Travel Texas to broaden their campaign footprint across key audience segments compared to OTT alone, driving overall incremental reach and growing their consumer pool by 21-35%. The results, measured in a cross-platform analysis by InnovidXP, also demonstrated a significantly higher conversion efficiency for linear addressable across Travel Texas’ key audience segments compared to CTV/OTT.

“Working with Magnite has allowed us to reach our desired audiences with highly effective, tailored messages at moments when they are most receptive to advertising,” said Heather Hager, Director of Media Services at Proof Advertising. “The addition of programmatic addressable to Magnite’s inventory portfolio gives us centralized planning and frequency management capabilities across linear and digital.”

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During the year-long campaign, Travel Texas tapped Magnite to provide holistic frequency and pacing across both OTT and linear addressable, while Proof Advertising delivered against Travel Texas’ custom audience segments. InnovidXP provided accurate, real-time measurement across both linear addressable and CTV/OTT environments. The results achieved speak to the power of bringing the granularity of programmatic digital to traditional TV, capturing valuable audiences who would otherwise have been overlooked in an OTT-only execution.

“The extension of programmatic capabilities to traditional television environments represents a significant step in the evolution of television advertising. Magnite intends to stay at the forefront of the growth of addressability across all environments where TV is consumed ,” said Matt McLeggon, SVP, Advanced Solutions at Magnite. “The results we’ve achieved with Travel Texas show the clear impact this strategy can have on the reach and efficiency of audience focused advertising.”

“All forms of TV – spanning addressable linear, streaming and online video – are measurable, opening up a world of opportunity for advertisers to reach and engage with audiences across platforms and screens,” said Jessica Hogue, General Manager of Measurement & Analytics at Innovid. “With ad spend seeing double-digit growth YOY, addressable linear is playing an increasingly important role in the converged TV mix, helping advertisers expand their reach to specific audience segments across linear. By working with an industry leader like Magnite, we’re helping to ensure that advertisers have accurate, consistent, real-time measurement across CTV, OTT and linear addressable environments to inform reach and incremental reach across specific audience segments, along with performance metrics to measure direct outcomes.”

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