The Opportunity
In an increasingly complex over-the-top (OTT) TV landscape, Butler/Till recognized an opportunity to enhance efficiency, transparency, and audience targeting through our programmatic first activation strategy. By prioritizing in-house programmatic activation over managed service partnerships, we positioned ourselves to demonstrate the business impact of a more hands-on, transparent approach.
The Test
To evaluate the effectiveness of our strategy, we ran a head-to-head test between our in-house programmatic team and traditional managed service buys. Both campaigns utilized matched inventory types, supply partners, and targeted segments, with ongoing optimizations designed to lower CPMs and improve audience quality (AQ) scores.
The Outcome
Prioritizing script lift, pricing efficiency, and AQ as key performance indicators, our in-house programmatic team delivered strong results across the board. The approach drove significant cost savings and improved audience quality, resulting in a substantial increase in script lift. Activating OTT through our in-house programmatic team allowed us to deliver:
- 35% increase in cost efficiency: By leveraging in-house programmatic capabilities, we achieved a more competitive CPM, allowing clients to maximize media spend without compromising reach.
- 13% increase in AQ: Targeting more qualified audiences resulted in a higher propensity for conversion, improving AQ scores substantially.
- 22% greater script lift: By reaching more qualified patients in a more efficient fashion we were able to drive more scripts.
- Enhanced transparency: In-house activation gave us direct access to data, enabling smarter, faster, data-driven decisions.
- Streamlined performance through SSP diversity: Access to multiple SSPs helped us drive scale efficiently, with the agility to exclude low-performing sites, protecting key campaign metrics like video completion rate (VCR).
