As streaming continues to drive a habitual change in how consumers access content – and poses a huge opportunity for publishers, brands, agencies and marketers to connect with those consumers – it’s mission critical for the industry to have a clear and accurate way of measuring this ecosystem.
To help their own clients understand the full value of their content, Future Today – a pioneer in delivering cutting-edge CTV ad-supported solutions – is announcing it has partnered with iSpot to help brands understand and optimize their streaming TV campaigns.
Specifically, Future Today – home to well-known kids programming channels such as Blippi, CocoMelon and The Wiggles – is leaning into iSpot’s Streaming Measurement solution. The collaboration focuses on measuring incremental reach beyond linear campaigns – bringing real-time optimization to advertisers looking to connect with what are often very-engaged streaming audiences.
As younger demographics grow up with a digital-first mentality, using iSpot solutions is a perfect choice for industry leader Future Today.
iSpot Streaming Measurement is the answer for streaming advertisers looking to fine-tune ad delivery. The solution enables brands and agencies to understand unique streaming audience reach, on-target delivery, deduplication against linear and verified ad delivery. Through this partnership, Future Today and their customers are finally able to gain a clear look at the streaming metrics that demonstrate audience reach, underpinned by trusted and transparent data.
Read more about the key partnership between iSpot and Future Today in our announcement below.
Future Today Partners with iSpot.tv to Measure and Optimize Ad-Supported Streaming TV Campaigns
Initial Results Demonstrate Incremental Reach for Leading Auto, Toy and QSR Brands
MENLO PARK, CA — July 23, 2024 — Future Today, a pioneer in delivering cutting-edge CTV ad-supported solutions, has partnered with iSpot.tv, the cross-platform TV measurement company, to transform the way brands understand and optimize their streaming TV campaigns.
Leveraging iSpot’s Streaming Measurement solution, the collaboration focuses on measuring incremental reach beyond linear campaigns, bringing real-time optimization to advertisers looking to engage with streaming audiences.
iSpot Streaming Measurement is the ultimate solution for streaming advertisers looking to fine-tune ad delivery. The solution enables brands and agencies an ability to understand unique streaming audience reach, on-target delivery, deduplication against linear and verified ad delivery. Through this partnership, Future Today is able to gain clear visibility into the streaming metrics that help demonstrate audience reach with trusted and transparent data aiding advertisers in fine-tuning ad delivery.
“Born in the cord-never space, Future Today has always been an early leader in the ad-supported and Connected TV ecosystem,” said Vikrant Mathur, Co-Founder of Future Today. “With more content being consumed on streaming platforms, we knew we were bringing in a new audience that had never experienced cable or linear television, and it was crucial for us to partner with an innovator like iSpot.tv, to help advertisers reach, measure and engage with audiences at scale in these environments.”
The industry has hit a peak migration to streaming as research found digital video is projected to surpass linear TV in ad spend, generating $63B in ad spend in 2024. Thus it’s more important than ever for brands to understand and effectively measure how their ads are performing in streaming environments.
Early results of the partnership clearly demonstrate the substantial success brands have achieved through incremental impressions and extended household reach beyond linear TV, across Future Today’s apps. For example, using iSpot’s measurement, Future Today found that medium and small-sized brands experienced the largest incremental impressions and reach to linear campaigns, as:
- Smaller brands had 89% incremental reach and impressions
- Medium-sized brands had 67% and 62% of incremental impressions and reach, respectively
Across the campaigns aired, the top categories that experienced a significant lift to their linear campaigns were toy, auto and travel brands. Key highlights include:
- Toy and auto brands achieved an impressive 89% and 73% increase in incremental reach and impressions, respectively.
- Future Today was able to generate more than 80% of incremental impressions (85%) and reach (88%) for travel brands.
- A nationally recognized QSR brand, known for its substantial TV ad spend, benefited from more than 40% incremental reach and impressions delivered by Future Today
“Flexibility and agility are top of mind for brands when they launch media campaigns,” said Dan Lowenberg, VP of Media Partnerships, iSpot.tv. “With iSpot’s Streaming Measurement, advertisers can tweak creative, reallocate budgets and re-strategize mid-flight based on real performance data. This agility lets brands maximize the impact of every ad dollar and capitalize on the clear opportunity that exists within the streaming environment.”
“Through our integration with iSpot.tv, we are able to unlock valuable viewership insights including co-viewership and incremental reach to measure and optimize campaign performance across our flagship and hundreds of partner apps for brands to feel confident in knowing the campaigns are successful,” added Jennifer D’Alessandro (JD), Head of Ad Sales and Marketing at Future Today. “Especially for mid-to-small sized brands who need to maximize their budgets and generate high ROAS.”