Brands are constantly searching for innovative ways to maximize return on ad spend (ROAS). One brand, Balance of Nature, found a game-changing solution in iSpot. Kyler Blackmore, Media Director at Balance of Nature, recently discussed how the brand transitioned from a traditional advertising model to a data-driven approach that transformed its business. Watch the full recording here.
Video Measurement Transparency and Attribution Challenges
Balance of Nature has been around for nearly 30 years, but for the first 15 it advertised almost exclusively on radio, particularly local and New York market radio.
In order to scale further, Balance of Nature made the leap into television advertising, starting with a single TV network—Fox News, whose audience was believed to align with radio listeners. However, similar to the brand’s experience with radio, it struggled with attribution and verifying ad effectiveness, leaving Balance of Nature uncertain about its media investments.
Enter iSpot: Turning Data into Decisions
Blackmore described iSpot as a “game changer” for the brand’s TV strategy, providing Balance of Nature with measurement that not only verified ad placements but also tied them directly to results.
After exploring ways to expand reach more cost-effectively using iSpot, Balance of Nature gained newfound clarity on its advertising strategy, allowing the brand to shift from a single network to a broader mix, including MSNBC, CNN, and even lifestyle programming like The Price is Right. With iSpot, the brand is able to analyze which networks and time slots resonated most with their target demographics—particularly 55+ and 70+ audiences—and adjust Balance of Nature’s strategy accordingly.
Exploring Creative Optimization
Balance of Nature frequently rotates ad creative due to high ad frequency. The brand needed a reliable measurement solution to track the impact of new creatives as they are released, ensuring they resonated with target demographics and weren’t causing audience fatigue.
By using iSpot Creative Assessment, Balance of Nature is able to track the effectiveness of video ad creatives across both linear and streaming platforms. The brand monitored viewer engagement, purchase intent, and whether people were getting fatigued by certain ads. This enabled Balance of Nature to rotate creative assets more frequently—every three weeks—ensuring that messaging remained fresh and impactful.
Expanding into Streaming: A Balanced Approach
While Balance of Nature initially focused heavily on linear TV, the brand soon realized the potential of connected TV (CTV) and streaming. With iSpot’s advanced measurement tools, Balance of Nature began optimizing streaming in a similar fashion to linear TV.
Blackmore’s advice for other marketers? Don’t ignore linear TV. While streaming may be the trend, linear TV still delivers strong results when backed by the right measurement solutions.
Today, Balance of Nature has seen a 49% year-over-year increase in impressions, driven by holistic measurement that better informed media buying across platforms. By combining audience data, creative insights, and flexible strategies, the company is poised for continued growth in the competitive direct-response advertising space. The results speak for themselves: more impressions, more confidence, and ultimately, more outcomes.
Key Takeaways
- Leverage Attribution: Accurate, real-time attribution data can transform your media strategy.
- Test and Learn: Constantly evaluate your creative and media placements to find what resonates best with your audience.
- Balance is Key: Don’t put all your eggs in one basket—combine linear and streaming to maximize reach and minimize waste.
Whether you’re new to TV advertising or a seasoned veteran, working with the right measurement partner can make all the difference in ensuring your media dollars are well spent.