How Amica Uses iSpot Unified Measurement to Optimize TV Advertising
Inside the Report
Executive Summary
Amica, a leading mutual insurance company, used iSpot Unified Measurement to measure the conversion rate of audiences exposed to streaming TV ads compared to linear TV ads to justify and optimize advertising investments. Amica found that OTT is a viable and valuable complement to traditional TV buys, driving 6x higher conversion rates than linear TV ads alone.
Challenge
After expanding from linear TV advertising into streaming, Amica measured performance based on brand awareness and video completion ratesThe brand wanted to further justify and optimize the investment but lacked the ability to measure incremental conversions achieved through streaming or compare individual OTT publisher performance.
Solution
Amica utilized iSpot Unified Measurement to analyze the incremental reach and performance of ads running across linear TV and major streaming providers. The analysis showed that:
“The iSpot Unified Measurement platform provided us with important insights into publisher and creative performance and will help inform and maximize the impact of future OTT investments.”
James Bussiere, Senior Vice President of Marketing at Amica
Benefits
With iSpot’s Unified Measurement, the Amica team gained:
- Visibility into deduplicated reach and conversion rates of linear versus streaming ads
- Detailed breakdowns of reach and conversion rates across individual OTT publishers
- Timely and granular performance measurement of various ad lengths and creatives
By bringing all TV ad data together into a single platform, the Amica team can quickly and easily identify top performing OTT publishers.
Success
Amica was able to prove that advertising on streaming platforms expanded reach and increased brand awareness, while also driving strong business outcomes. With the help of Unified Measurement, Amica was able to:
6x
Prove that streaming ads
converted at a 6x higher
rate than linear ads
OTT
Identify OTT publishers with
high conversion rates to
continue to invest in
+15s
Determine that 15s streaming
ads are more effective in
driving conversions and adjust
media plan accordingly
