Lifebrands expands beyond linear TV advertising with performance-driven CTV

Marketing agency, Lifebrands, found success as a leader in traditional marketing (linear, radio and out-of-home), but needed guidance in the CTV advertising space. Apart from news and sports, the undeniable shift in viewing habits from traditional linear TV to streaming TV meant adapting, however it was initially hard to justify the higher CPMs of CTV compared to traditional linear TV campaigns.

As the popularity of CTV has grown, so has Lifebrands’ client demand and they needed a partner that would allow them to scale. Madhive helped Lifebrands immediately establish and scale CTV campaigns for multiple clients in a variety of industries by delivering extended reach within KPI goals. Madhive provided opportunities for precise planning, audience identification, publisher controls, and robust reporting that enabled the ability to clearly prove results.

Lifebrands partnered with Madhive to add CTV advertising capabilities to their portfolio, bridging the gap between linear and digital. The Madhive platform allows Lifebrands to deliver, measure, and optimize campaigns that meet each client’s specific objectives – with help from CTV experts.

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“[Madhive allows you to] look at the data under a microscope to identify what’s working and what’s not across specific touch points such as device, daypart, day of week, frequency, creative rotation, or even the logic that comes in audience building. Madhive has an abundance of hands-on tools that help us continuously tweak and improve our client’s campaigns so we can responsibly and profitably scale.”

–Brandon Notheis, OTT Media Buyer at Lifebrands

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Capabilities that made the difference

• The tools to fully understand audiences: Detailed insights and the ability to dynamically target different segments empower Lifebrands to understand their clients’ target audiences whether that be an online bank, insurance client or direct response brand. This knowledge helps refine campaign strategies, optimize ad placements, and drive higher engagement and conversion rates.
• Direct supply connections: Madhive’s platform allows Lifebrands to achieve wider reach and maximize clients’ advertising budgets. Consolidating multiple inventory sources – including premium audiences – has proven effective in reaching target customers.
• Best-in-class measurement to optimize campaigns: Lifebrands leverages the ins and outs of Madhive's self-serve platform, which provides greater control, agility, and the ability to make real-time optimizations. This flexibility allows for more efficient campaign management and the ability to adapt strategies based on data insights.

The ability to tap into detailed audience insights, coupled with the flexibility of a self-serve platform, allows Lifebrands to optimize each client’s campaigns — and deliver exceptional results.

• An online bank aimed to expand its TV reach beyond linear and increase incremental reach with CTV. The bank exceeded their goals with top of funnel and retargeting OTT. They achieved this with:
  • 150 million+ impressions
  • 300K+ conversions
• Success for an insurance client was determined by the total premium generated through CTV advertising versus the cost. The objective was to achieve a favorable cost-to-premium ratio while adhering to budget allocations across different months. They achieved this with:
  • 15.6M impressions
  • 100K+ conversions
• A well-known direct response brand that traditionally relied on linear commercials expanded their reach to CTV. They found that 22% of people who completed their CTV ads visited their website.
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“Connected TV advertising is a necessary part of just about any television advertising campaign these days. Linear is still an efficient and powerful driver of response for many of our clients, but CTV offers enhancements in targeting, tracking, and creative sequencing that drive improved results. CTV is the future of the industry and we’re proud to be exponentially growing our business with the help of key partners like Madhive.”

–Rick Griswold, SVP Data Analytics at Lifebrands