CTV Done Right: Novibet's High-Impact Strategy

Novibet targets traditional TV with several GRPS per month. Novibet’s challenge was to optimize their TV strategy based on incremental reach metrics on light TV viewers. For that reason, Novibet’s campaign goal was to maximise reach in Connected TV devices as the medium consumption has been increased in Greece.

Novibet’s CTV campaign in Greece targeted CTV devices on YouTube and other CTV publishers with three different creatives and 6’’ bumper, 15’’ ads video ads and native carousel ads. Expect the instream YouTube ads and the available CTV inventory in Greece, two special formats were used: 1. the beta tool YouTube instant reserve with QR codes in CTV devices to increase completion rates and attention and 2. Guaranteed deal with LG Ads Solutions to deliver native carousel ads in LG Connected TV devices. With this technique, Novibet managed to achieve media unification and measure the total reach of all the CTV impressions that was delivered for the online CTV campaign.
 

Novibet achieved a remarkable 22% increase in unique reach in CTV devices, without any additional costs. Also,  the video completion rate for the video formats was 91% way higher than the average rate in the Greek market. Lastly, Novibet increased attention with formats that drive consideration like QR code in CTV devices and Native ads in LG CTV devices.