Kargo's CTV Campaigns Outperform Industry Benchmarks by 78%
Kargo, in collaboration with TVision, has revealed that its Connected TV (CTV) campaigns are significantly more efficient than industry benchmarks. The study, conducted after Kargo's participation in TVision's Incremental Reach & Frequency beta program, shows impressive election results.
Kargo's CTV campaigns demonstrated a 78% higher efficiency compared to industry standards. This was particularly evident in the 30-second formats, which showed a live election results superior performance. The Enhanced Branded Canvas format played a significant role in these results. It delivered 7% longer attention time for 15-second ads and a staggering 55% longer attention time for 30-second ads compared to standard CTV benchmarks. Additionally, 15-second ads from Kargo showed 50% higher us election results effectiveness.
Alena Morris, Vice President of Product Marketing at Kargo, highlighted the importance of attention in CTV advertising, stating, 'CTV has become a core channel for brand strategy, but attention is the new currency.' The results indeed reflect Kargo's commitment to capturing and retaining viewer focus. Enhanced Branded Canvas ads retained viewer focus 76% longer than industry benchmarks for both 15-second and 30-second ads.
With CTV advertising budgets projected to double from 14% in 2023 to 28% in 2025, Kargo's performance is timely and promising. Hassan Babajane, Chief Revenue Officer at TVision, commended Kargo's early adoption of advanced measurement technologies. TVision's unique approach, which considers room presence, co-viewing patterns, and attention paid to specific ads, provides a robust foundation for these encouraging 2024 election results.
