Engagement-ad format pioneer true[X] continues to focus on brand lift as “the leading indicator of conversion” as it expands into connected TV and offers its measurement technology to publishing partners. “Today we’re actually able to measure brand lift in near real time across the true[X] network on CTV, desktop, mobile for every campaign that we run,” says CEO Pooja Midha.
In this interview with Beet.TV, Midha provides details about how the use of a one-question survey in a TV ad pod with the true[X] Uplift product can provide a myriad of insights about viewers in relation to their status in the purchase funnel.
Formerly a unit of FOX Networks and now owned by Walt Disney Co., true[X] is used across most broadcast and cable networks plus the Twitch gaming platform and OTT services, among others. “We really focus on high-attention environments. Places where there’s a really engaged consumer on the other end and where we think we can make the experience better,” says Midha.
Calling CTV an “incredibly rich canvas,” she talks about engagement ads for a variety of brands from Amazon to Lego to Harley Davidson to consumer packaged-goods, “which shows that this is a format that works for any number of categories.” A voice-enabled, engagement ad for Amazon’s Echo used speech-to-text conversion so that viewers could verbally interact with the ad.
Whereas ad attribution “only tells about a sale,” when brand lift occurs “you usually will see conversion down the chain,” says Midha, adding that because not all viewers are always in market for something, all ads provide value to brands.
“It’s still seeding an awareness, it’s still driving perception and it may even be creating preference so that when that consumer is in market, they will convert for that brand.”
The company is working with “several partners to use Uplift to measure video performance on their own sold campaigns” via the Uplift technology but apart from true[X]’s own engagement-ad units, according to Midha.
Giving viewers a choice of their ad experience and collecting the resulting data at scale can turn a one-question survey into a gold mine of information, she says.
“You can imagine it’s not very hard to get a lot of people to choose to take that survey, especially when it’s only one question. We let consumers place themselves on the purchase funnel by asking them how they would describe their relationship with a brand.”
A “control and expose group” can number 500-plus within days of a campaign launching, “and we also are able to make sure that the cohort for exposed looks like the cohort for control, both of which look like the cohort that was actually targeted for the campaign. So your survey group mirrors your campaign targeting.”