Business
Magnite Helps Travel Texas Expand Cross-Platform Audience Reach With Programmatic Addressable Offering
Campaign achieved 21-35% incremental reach across key audience segments with the addition of linear addressable and higher conversion efficiency for linear
About this update from Magnite, Inc.
[{"type":"text","content":"Campaign achieved 21-35% incremental reach across key audience segments with the addition of linear addressable and higher conversion efficiency for linear addressable compared to OTT\nNEW YORK, Sept. 01, 2022 (GLOBE NEWSWIRE) -- Magnite (NASDAQ: MGNI), the world’s largest independent omnichannel sell-side advertising platform, today announced that its programmatic addressable offering enabled Travel Texas to broaden their campaign footprint across key audience segments compared to OTT alone, driving overall incremental reach and growing their consumer pool by 21-35%. The results, measured in a cross-platform analysis by InnovidXP, also demonstrated a significantly higher conversion efficiency for linear addressable across Travel Texas’ key audience segments compared to CTV/OTT. “Working with Magnite has allowed us to reach our desired audiences with highly effective, tailored messages at moments when they are most receptive to advertising,” said Heather Hager, Director of Media Services at Proof Advertising. “The addition of programmatic addressable to Magnite’s inventory portfolio gives us centralized planning and frequency management capabilities across linear and digital.” During the year-long campaign, Travel Texas tapped Magnite to provide holistic frequency and pacing across both OTT and linear addressable, while Proof Advertising delivered against Travel Texas’ custom audience segments. InnovidXP provided accurate, real-time measurement across both linear addressable and CTV/OTT environments. The results achieved speak to the power of bringing the granularity of programmatic digital to traditional TV, capturing valuable audiences who would otherwise have been overlooked in an OTT-only execution. “The extension of programmatic capabilities to traditional television environments represents a significant step in the evolution of television advertising. Magnite intends to stay at the forefront of the growth of addressability across all environments where TV is consumed ,” said Matt McLeggon, SVP, Advanced Solutions at Magnite. “The results we’ve achieved with Travel Texas show the clear impact this strategy can have on the reach and efficiency of audience focused advertising.” “All forms of TV – spanning addressable linear, streaming and online video – are measurable, opening up a world of opportunity for advertisers to reac...