In this video case study Angela Zepeda, the CMO of Hyundai, shares our innovative work together with Disney Advertising to identify, measure, and drive incremental reach and scale for the automaker across every Disney platform.
The long-standing relationship between Hyundai and Disney has focused on finding new ways to connect with and understand the automaker's audience. Given how much the television landscape has shifted. Hyundai looked to Disney to help connect with hard-to-reach cord-cutters and light TV viewers.
Hyundai recently started to use Samba TV's total reach and frequency tool to explore our incremental and deduplicated reach across the entire Disney ecosystem.
Among households containing adults, 25 to 54, Disney's addressable video contributed the highest percentage of unique reach for our campaign, higher than any linear network and over twice as high as the next linear network. These were no ordinary viewers either. 85% of these households watch under three hours of TV a day.
As viewership fragments across screens, understanding where and for how long viewers consume content is critical to understanding what creative to share and in what cadence. Understanding true reach and impact through advanced measurement is top of mind for marketers like Angela.
Samba TV's incremental reach tool proved invaluable in demonstrating the power of Hyundai's buy. Providing insight into the deduplication of audiences across all screens and their unique viewing behaviors. It's a solution Hyundai will continue to use to measure the true impact of their campaigns and ensure they connect with every customer they can.