How Incremental Reach Can Boost Your TV Advertising ROI

In today’s dynamic media landscape, marketers seek innovative ways to connect with their target audience more effectively and efficiently. Quality content matters, but the real value comes from effectively reaching audiences with the greatest impact. One strategy for boosting the exposure of that ideal target is to activate media across all places where consumers view content – maximizing the potential for incremental reach.  

Understanding Incremental Reach 

Incremental reach refers to the additional audience that your campaign can reach when activating beyond the traditional linear TV you already have in place. Using deterministic data, you can identify, target, and measure untapped viewers – an essential tactic as sweater weather approaches, bringing an opportunity for a fall-like bounty of new households being exposed to your campaign. 

By capitalizing on media inventory across all viewing environments, you can overcome the fragmented media landscape, expanding your exposure to light and medium linear TV viewership households. This strategy is increasingly important in a reality where oversaturation of content and ad fatigue are consistent challenges.  

This year marks the first time US adults will spend more time with digital video than with traditional TV, further signaling the widespread adoption of cord-cutting and making it crucial for marketers to adapt their strategies to reach new audiences to enhance conversion rates, decrease cost per visit, and expand ROAS.  

Deliver Incremental Audiences at Scale 

Cadent takes a data-driven approach to help you most effectively reach your audience based on their viewership habits across linear and CTV. Unlike other strategies that rely solely on third-party data extrapolation, Cadent leverages cross-screen viewership data through Aperture Platform powered by our Viewer Graph to derive precise audience segments within each household. With a persistent ID across all data elements, advertisers can expect minimal drop-off and data loss when it comes time to measure, resulting in a comprehensive understanding of reach and more accurate campaign insights. Cadent’s cross-screen reach analysis reveals the total and overlap reach of a multi-channel campaign at the household-level, measuring the impact of engaging an audience on CTV in conjunction with and comparison to a linear TV buy. 

Proven Cross-Screen Results  

When implementing data-driven reach strategies, Cadent advertisers experience unique-to-CTV reach above the reach of linear TV alone, garnering a substantial average lift in incremental reach, ranging from ~30% to 60%, all while using only 10% to 20% of a campaign budget. In addition, Cadent has observed an overall CTV cost per reach point of ~20-45% of the cost per reach point on linear TV, meaning advertisers are achieving higher cost-efficiency when reaching those new and unique target audiences through CTV platforms.  

In a recent campaign, a major CPG company came to Cadent to develop an effective cross-screen activation to reach audiences wherever they are watching. The results were impressive, driving a 28% lift in incremental reach. Notably, CTV contributed 12% of the total reach achieved, despite using only 15% of the overall campaign budget. And by incorporating CTV into the campaign’s media mix, the client was able to engage additional “medium” TV viewers and reach the elusive “light” TV viewers who may only be accessible through alternative inventory sources. 

LEARN MORE ABOUT INCREMENTAL REACH

What’s Next?  

While the media and advertising ecosystems continue to shift, it’s clear that achieving incremental reach cannot be overlooked. Cadent offers an optimal strategy to identify your target audience across screens and devices, maximizing household reach and optimizing performance, and provides advanced measurement solutions to contextualize the effectiveness of your campaign.  

Ready to activate and measure the incremental reach of your cross-screen campaigns?