Nexxen delivered a cross-screen campaign for Snooze Australia that reached more than 767,000 incremental households through streaming. Run with media agency Match & Wood, the campaign achieved a total converged reach of 2.72 million households.
The campaign used Nexxen's TV Intelligence and Cross-Screen Measurement products, based on automatic content recognition data, to limit repeat exposure among households already reached on linear television and identify viewers exposed to rival brands' television advertising.
Snooze used the campaign during the End of Financial Year period to improve the return on its television spending and extend reach beyond people who had already seen its advertising.
Two audience strategies were used. One excluded households already exposed to Snooze's linear television commercial, while the other targeted people who had seen competitor brands' linear television advertisements. Those audiences were then activated across premium streaming inventory.
Measurement combined linear and streaming exposure data to assess total reach, audience overlap, incremental reach from streaming and streaming's contribution to the broader campaign.
According to the figures released, the campaign identified 69,000 overlapping households, helping reduce duplicated exposure across linear television and streaming. It also delivered more than 767,000 additional streaming households and reached 2.72 million converged households overall.
Cross-screen shift
The campaign reflects a broader change in television viewing as advertisers try to track audiences moving between broadcast and streaming services. That shift has increased demand for planning and measurement tools that can show where ads are reaching the same households more than once and where additional viewers can still be found.
For retailers such as Snooze, which operates a national store network in Australia alongside an online business, the issue is not only gross reach but whether media spending is being concentrated on the same audience across different channels.
"At Match & Wood, we're always looking for ways to make our clients' media work harder. For Snooze, Nexxen's ACR data allowed us to plan across screens more intelligently, reducing duplication and using streaming to deliver incremental reach," said Emma Macey, Group Director, Match & Wood Australia.
"It's a great example of how we combine smart strategy, data and technology to drive greater value from every media dollar," Macey said.
Snooze said the approach helped it build a more joined-up media plan around actual viewing behaviour rather than channel-by-channel assumptions.
"Nexxen's ACR data has helped us take a smarter approach to screens, using real viewing behaviour to reduce duplication and extend reach beyond our linear TV audiences. It's helping us create a more connected approach across screens and make our overall media investment work harder," said Tanya Poulter, Head of Campaign and Media, Snooze.
Measurement focus
Nexxen operates across both the buying and selling sides of digital advertising through its demand-side and supply-side platforms, with a data platform at the centre of its offering. The Snooze campaign shows how television data can be used not just to measure outcomes after a campaign but to shape audience selection while campaigns are running.
Automatic content recognition data is typically gathered from smart televisions and used to identify what content or advertising has appeared on a screen. In this case, Nexxen used that data to identify households already exposed to Snooze advertising on linear television and separate them from households exposed to competitors' campaigns.
That distinction matters because one of the main criticisms of fragmented video advertising is that marketers can end up paying several times to reach the same household as viewers move between traditional television and streaming services. By excluding homes already reached through linear television, advertisers can shift spending towards viewers who have not yet been exposed.
At the same time, targeting households that have seen competitors' advertising can offer a way to capture audience interest around a purchase decision, particularly in categories such as furniture and bedding, where shoppers may compare several brands before buying.
"TV audiences are increasingly moving across linear and streaming environments, making it important for advertisers to understand how those audiences connect," said Ingrid Lennie, Senior Sales Manager, Nexxen.
"As cross-screen campaigns become more common, having a clearer view of how audiences are reached across different environments allows advertisers to make more informed decisions about their media investments," Lennie said.