Nexxen and MAGNA Report Finds Using Audience Data to Inform CTV Creative Optimization Increases Lower Funnel Impact
Nexxen and MAGNA released a report titled 'The Intersection of Audience Data + Creative Optimization: How to Drive Action on Streaming TV' exploring how audience data can enhance ad relevance and drive action. The study revealed that 64% of viewers feel Connected TV (CTV) ads are not relevant to them. Key findings show that optimized ads achieved a 78% lift in search intent among new prospects and a 65% lift in purchase intent among existing customers.
The research highlighted two main insights: audience data can be used for both reach and creative development, and optimization can be achieved through simple post-production adjustments like adding branded overlays, QR codes, or smart speaker integrations, without completely revamping ads.
Nexxen e MAGNA hanno pubblicato un rapporto intitolato 'L'intersezione dei dati del pubblico + ottimizzazione creativa: come stimolare l'azione sulla TV in streaming' esplorando come i dati del pubblico possano migliorare la rilevanza degli annunci e favorire l'azione. Lo studio ha rivelato che il 64% degli spettatori sente che gli annunci sulla TV connessa (CTV) non sono rilevanti per loro. I risultati chiave mostrano che gli annunci ottimizzati hanno ottenuto un incremento del 78% nell'intento di ricerca tra i nuovi potenziali clienti e un incremento del 65% nell'intento di acquisto tra i clienti esistenti.
La ricerca ha evidenziato due principali intuizioni: i dati del pubblico possono essere utilizzati sia per la portata che per lo sviluppo creativo, e l'ottimizzazione può essere realizzata attraverso semplici aggiustamenti post-produzione come l'aggiunta di overlay di marca, codici QR o integrazioni con altoparlanti intelligenti, senza dover rifare completamente gli annunci.
Nexxen y MAGNA publicaron un informe titulado 'La intersección de los datos de audiencia + optimización creativa: cómo impulsar la acción en la TV por streaming', explorando cómo los datos de audiencia pueden mejorar la relevancia de los anuncios y fomentar la acción. El estudio reveló que el 64% de los espectadores siente que los anuncios en la TV conectada (CTV) no son relevantes para ellos. Los hallazgos clave muestran que los anuncios optimizados lograron un aumento del 78% en la intención de búsqueda entre nuevos prospectos y un aumento del 65% en la intención de compra entre los clientes existentes.
La investigación destacó dos ideas principales: los datos de audiencia pueden utilizarse tanto para el alcance como para el desarrollo creativo, y la optimización se puede lograr a través de simples ajustes en la postproducción, como la adición de superposiciones de marca, códigos QR o integraciones con altavoces inteligentes, sin necesidad de rehacer completamente los anuncios.
Nexxen과 MAGNA는 '청중 데이터와 창의적 최적화의 교차점: 스트리밍 TV에서 행동을 유도하는 방법'이라는 제목의 보고서를 발표하여 청중 데이터가 광고의 관련성을 어떻게 높이고 행동을 유도할 수 있는지 탐구했습니다. 연구 결과 64%의 시청자가 연결된 TV(CTV) 광고가 자신과 관련이 없다고 느낀다고 밝혔습니다. 주요 결과는 최적화된 광고가 새로운 잠재 고객의 검색 의도를 78% 향상하고 기존 고객의 구매 의도를 65% 향상시켰다고 합니다.
이 연구는 두 가지 주요 통찰력을 강조했습니다: 청중 데이터를 도달 범위와 창의적 개발 모두에 사용할 수 있으며, 최적화는 브랜드 오버레이, QR 코드 또는 스마트 스피커 통합을 추가하는 것과 같은 간단한 후처리 조정을 통해 이루어질 수 있으며, 광고를 완전히 재구성할 필요가 없습니다.
Nexxen et MAGNA ont publié un rapport intitulé 'L'intersection des données d'audience + optimisation créative : comment inciter à l'action sur la TV en streaming', explorant comment les données d'audience peuvent améliorer la pertinence des annonces et favoriser l'action. L'étude a révélé que 64% des téléspectateurs estiment que les publicités sur la télévision connectée (CTV) ne leur sont pas pertinentes. Les résultats clés montrent que les annonces optimisées ont enregistré une augmentation de 78% de l'intention de recherche parmi les nouveaux prospects et de 65% de l'intention d'achat parmi les clients existants.
La recherche a mis en avant deux principales idées : les données d'audience peuvent être utilisées à la fois pour la portée et le développement créatif, et l'optimisation peut être réalisée grâce à de simples ajustements post-production tels que l'ajout de superpositions de marque, de codes QR ou d'intégrations avec des haut-parleurs intelligents, sans avoir à refaire complètement les annonces.
Nexxen und MAGNA veröffentlichten einen Bericht mit dem Titel 'Die Schnittstelle von Publikum Daten + kreative Optimierung: Wie man Handlungen im Streaming-TV anregt', in dem untersucht wird, wie Publikumsdaten die Relevanz von Werbung erhöhen und Handlungen fördern können. Die Studie ergab, dass 64% der Zuschauer das Gefühl haben, dass Connected TV (CTV) Werbung für sie nicht relevant ist. Wichtige Ergebnisse zeigen, dass optimierte Werbung einen Anstieg von 78% im Suchinteresse bei neuen potenziellen Kunden und von 65% im Kaufinteresse bei bestehenden Kunden erzielt hat.
Die Forschung hob zwei Hauptideen hervor: Publikumsdaten können sowohl für Reichweite als auch für kreative Entwicklung verwendet werden, und die Optimierung kann durch einfache Nachbearbeitungsanpassungen wie die Hinzufügung von Markenüberlagerungen, QR-Codes oder Smart Speaker-Integrationen erreicht werden, ohne die Anzeigen vollständig überarbeiten zu müssen.
- Optimized ads showed 78% lift in search intent for new prospects
- 65% lift in purchase intent among existing customers
- Post-production optimization can be achieved without complete ad revamps
- 64% of viewers find CTV ads irrelevant
- Brands missing opportunities to make CTV ad creative resonate with audiences
Insights
The study reveals significant insights about CTV advertising effectiveness, showing that optimized ads can drive substantial engagement metrics with a
The findings demonstrate that combining audience data with creative optimization can significantly improve advertising ROI without requiring complete creative overhauls. Simple post-production adjustments like branded overlays and QR codes can enhance performance. This approach offers a cost-effective solution for advertisers looking to improve campaign effectiveness while maintaining existing creative investments.
The research highlights a important technological advancement in CTV advertising - the integration of high-fidelity audience data with dynamic creative optimization. The ability to make post-production adjustments through dynamic creative studios represents a significant technical capability that bridges the gap between audience targeting and creative relevance.
The incorporation of smart speaker integrations and QR codes shows how traditional video advertising is evolving to become more interactive and measurable. This technical approach to creative optimization allows for more agile and responsive advertising strategies, potentially reducing the technical debt associated with complete creative revamps.
Beyond targeting, audience data is key to gaining insight that demystifies relevance for individual consumers
Optimized ads drive
NEW YORK, Dec. 11, 2024 (GLOBE NEWSWIRE) -- MAGNA, the media intelligence and investment unit within IPG Mediabrands, and Nexxen, a global, flexible advertising technology platform with deep expertise in data and advanced TV, today announced the release of a proprietary report – The Intersection of Audience Data + Creative Optimization: How to Drive Action on Streaming TV – that explored how audience data can make ads more relevant and inspire action. The research tested content from brand advertisers across multiple industry verticals including ecommerce, apparel and entertainment.
The growth of high-fidelity, scaled audience data has been progressively improving how programmatic advertising technology connects brands with engaged and receptive audiences. The study found, however, that
The study produced two key insights:
- Audience data can be utilized for both audience reach and development of resonant creative:
Relevance is crucial to campaign success. Without knowing how to bring it to life, brands may miss optimal campaign performance and should consider pre-activation testing to enhance creative to better resonate with key audiences. - Optimization doesn’t mean starting over with creative – and can be handled pre-flight:
Once audience data has identified ways to enhance creative, simple adjustments – e.g., adding branded overlays, QR codes or smart speaker integrations – can be made in post-production and executed by dynamic creative studios. These can propel consumers closer to conversion, without the need to revamp the ad.
The study showed that, regardless of brand category, ads optimized through these means drive both intent and action. Indeed, it found a
“Our research endeavors to help brands avoid wasted ad dollars, and the performance insights this study generated show how that can be achieved through pairing audience data and optimized creative,” said Kara Manatt, EVP, Intelligence Solutions, MAGNA. “The continued growth of CTV and streaming make it a valuable place for brands to reach their audiences, and we believe this study adds to marketers’ strategic toolkits.”
“In this industry, we talk a lot about relevance, but it is really subjective – it could be the music in an ad, the actors, the imagery that appeals to the consumer. And this is no small thing for brands – just like media, creative is a significant financial investment,” said Les Seifer, SVP, Global Creative, Nexxen. “On behalf of their brand clients, media agencies are already applying audience data for targeting. Taking that same rigorous, data-informed approach to creative assets will connect audiences to the ads they’re served, providing the greatest return on investment.”
About MAGNA
MAGNA is the leading global media investment and intelligence company, and part of the IPG Mediabrands network. Our trusted insights, proprietary trials offerings, industry-leading negotiation and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers.
We are a team of experts driven by results, integrity, and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity, and enablement. For more information, please visit our website: https://magnaglobal.com/ and follow us on LinkedIn and Instagram.
About Nexxen
Nexxen empowers advertisers, agencies, publishers and broadcasters around the world to utilize data and advanced TV in the ways that are most meaningful to them. Our flexible and unified technology stack comprises a demand-side platform (“DSP”) and supply-side platform (“SSP”), with the Nexxen Data Platform at its core. With streaming in our DNA, Nexxen’s robust capabilities span discovery, planning, activation, monetization, measurement and optimization – available individually or in combination – all designed to enable our partners to reach their goals, no matter how far-reaching or hyper niche they may be.
Nexxen is headquartered in Israel and maintains offices throughout the United States, Canada, Europe and Asia-Pacific, and is traded on the London Stock Exchange (AIM: NEXN) and NASDAQ (NEXN). For more information, visit www.nexxen.com.
Press Contacts
Jazmin Brooks
IPG Mediabrands / MAGNA
jazmin.brooks@mbww.com
Caroline Smith
VP, Communications, Nexxen
csmith@nexxen.com
Forward Looking Statements
This press release contains forward-looking statements, including forward-looking statements within the meaning of Section 27A of the United States Securities Act of 1933, as amended, and Section 21E of the United States Securities and Exchange Act of 1934, as amended. Forward-looking statements are identified by words such as “anticipates,” “believes,” “expects,” “intends,” “may,” “can,” “will,” “estimates,” and other similar expressions. However, these words are not the only way Nexxen identifies forward-looking statements. All statements contained in this press release that do not relate to matters of historical fact should be considered forward-looking statements, including without limitation statements regarding the Nexxen and Magna report and any benefits or insights associated with the report as well as any benefits associated with any of Nexxen’s products and platforms including the Nexxen Marketplaces, Discovery Tool, cross-screen measurement tools, Data Platform and CTV offering. These statements are neither promises nor guarantees but involve known and unknown risks, uncertainties and other important factors that may cause Nexxen’s actual results, performance or achievements to be materially different from its expectations expressed or implied by the forward-looking statements, including, but not limited to, the following: negative global economic conditions; global conflicts and war, including the current terrorist attacks by Hamas, and the war and hostilities between Israel and Hamas and Israel and Hezbollah, and how those conditions may adversely impact Nexxen’s business, customers, and the markets in which Nexxen competes. Nexxen cautions you not to place undue reliance on these forward-looking statements. For a more detailed discussion of these factors, and other factors that could cause actual results to vary materially, interested parties should review the risk factors listed in the Company’s most recent Annual Report on Form 20-F, filed with the U.S. Securities and Exchange Commission (www.sec.gov) on March 6, 2024. Any forward-looking statements made by Nexxen in this press release speak only as of the date of this press release, and Nexxen does not intend to update these forward-looking statements after the date of this press release, except as required by law.
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