OTT is Performance Media. We Measure Market by Market.
We targeted 5 test markets and compared the results to 5 control markets who were not shown the ad. Markets chosen based on size, target population, and client’s YTD new users.
Based on the results, we recommended the client continue their OTT placements on Hulu, as well as explore other streaming platforms.
The Results
OVERALL LIFT
% change of orders from test to control
OVERALL CPO
cost per (incremental) order
OVERALL CPO
for all test markets
CPM
consistent cost across both flights