©2023 ColdSpark ALL RIGHTS RESERVED
The Campaign Reached:
How did ColdSpark optimize digital spend to complement the linear TV plan?
- ColdSpark used media consumption data to determine that effective CPMs (on-target and viewable impressions) were significantly more expensive on linear TV than CTV and digital video, since only digital could directly target GOP primary voters instead of reaching every household in the media market regardless of voter profile. ColdSpark drove efficient impressions through CTV ads that were ~6X cheaper on average than linear TV for viewable on-target ads.
- ColdSpark leveraged ACR data to identify heavy views of key linear networks like WMUR and Fox News, then efficiently targeted them with premium CTV and digital video ads, driving higher frequency to key voters at a fraction of the cost of linear.
How did ColdSpark drive incremental reach to target voters?
- ColdSpark used ACR data directly from the device manufacturers to measure every linear TC impression daily and targeted CTV and digital video ads to voters who were not already heavy viewers of the PAC’s ads on linear TV.
- ColdSpark leveraged multiple leading DSPs to identify and add select networks to the buy which drove exclusive reach to the GOP Primary voter audience, significantly improving total reach.
