Delivering quality over quantity in an ad-saturated landscape
TL;DR Summary
Traditional mass advertising in today’s ad-saturated landscape often leads to ad fatigue and wasted spend, butrelevant reach focuses on connecting brands with genuinely interested audiences. This strategy prioritizes quality over sheer volume, leading to higher conversion rates, improved ROI, and better user experience. Both publishers and advertisers benefit significantly from this approach: Publishers see increased ad yield and long-term partnerships, while advertisers achieve better ROAS and enhanced brand perception… (click to expand)
Kochava’s relevant reach modeling helped a leading CTV ad platform deliver a remarkable 58% performance lift for an app install campaign for a FAST app. By analyzing historical data and identifying the most receptive audience segments, the CTV ad platform minimized impression load while exceeding advertiser expectations. This success shows that strategic, data-driven targeting through relevant reach is more effective than broad-stroke advertising, ultimately leading to impactful connections between brands and consumers. Publishers and advertisers are encouraged to explore relevant reach solutions to optimize campaigns and foster sustainable business relationships.
A picture is worth a thousand words, and according to Forrester Research’s James McQuivey, a video might be worth 1.8 million. However, in today’s oversaturated media landscape, consumers are increasingly bombarded with video ads, particularly as more streaming services launch ad-supported tiers and free ad-supported streaming TV (FAST) channels proliferate. The “1.8 million words” packed into a 15- or 30-second video spot may be dead on arrival if served to an uninterested, ad-fatigued viewer. This is a challenge every marketer faces.
Enter Relevant Reach
Relevant reach has become a critical differentiator for publishers and ad platforms seeking to attract marketers whose ad budgets are under increased scrutiny. Rather than simply casting the widest net, the true value lies in connecting brands with audiences who are genuinely interested in their products and messages—ensuring a higher propensity to convert. By prioritizing relevance alongside scale, publishers and platforms not only maximize engagement and campaign effectiveness for their advertisers but also enhance user experience and long-term loyalty. Focusing on relevant reach enables all parties to achieve better outcomes—turning video impressions into real impact.
Key Relevant Reach Benefits
For Publishers & Ad Platforms
- Higher audience engagement and conversion rates for campaigns—particularly always-on campaigns
- Increased ad yield and lower ad fatigue
- Improved ROI for advertisers—fostering trust and long-term partnerships
- Better insights into user behavior and content effectiveness
- Reduced wasted ad spend and inefficiency
For Advertisers
- Higher conversion rates by targeting interested audiences
- Improved return on ad spend (ROAS) and reduced cost per acquisition (CPA)
- Enhanced brand perception—ads shown to relevant audiences feel helpful rather than intrusive, building positive brand associations
- Improved audience insights—through better data on customer preferences and behaviors from engaged, relevant interactions
Case Study: Leading CTV Platform Achieves 58% Performance Lift via Kochava Relevant Reach
Case Study Highlights
Ad Platform: CTV ad platform (200M+ smart TVs globally)
Advertiser: FAST streaming app (33M+ MAU)
Test Group: 1.2M devices
Control Group: 129K devices
Performance Lift: 58% higher CVR from test group
Summary
In an ongoing app install campaign for a major FAST streaming app with over 33M+ monthly active users (MAU), a leading CTV advertising platform with over 200M smart TVs globally leveraged relevant reach modeling from Kochava. The CTV ad platform team sought to optimize ongoing audience targeting and campaign delivery to achieve their advertiser’s app install growth goals with greater efficiency.
How Relevant Reach Works
The Kochava machine learning model was trained on 90 days of historical campaign performance data. By analyzing a variety of activity data points, the model predicted the likelihood that target devices would complete an app install conversion over a 30-day horizon. The audience was scored and ranked for predictive install behavior to create a focused test group.
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Relevant Reach Results
Post-campaign analysis revealed that the test relevant reach group had a conversion rate 58% higher than a holdout control group, showcasing the prediction accuracy of relevant reach modeling.
By refining audience targeting through relevant reach modeling, the CTV ad platform minimized impression load and ad fatigue among its audience while overdelivering on the advertiser’s expectations for the app install campaign. The Kochava relevant reach model is iteratively retrained to continuously incorporate recent performance trends, enabling ongoing optimization of future audiences and improved campaign performance for advertisers.
How to Incorporate Relevant Reach
Relevant reach is crucial for marketers because it focuses on reaching the right audience rather than just the largest audience.
- Quality over quantity: 1,000 relevant users far outperform 10,000 irrelevant ones.
- Cost efficiency: Better targeting reduces acquisition costs and increases ROI.
- Long-term value: Relevant audiences build sustainable business relationships.
- Performance optimization: Applying relevant reach makes it easier to measure and improve what’s working.
Take the Next Step
If you’re an advertiser, ask your media partners about their ability to maximize relevant reach in your campaigns. Be open to discussions around the role of your first-party data in enhancing relevant reach modeling. Contact us to learn about our integrated media partners that can support relevant reach solutions.
If you’re a publisher or ad platform, contact Kochava to learn more about relevant reach modeling solutions and how we can help you maximize results for advertisers while reducing ad load and fatigue among your first-party audience.
Relevant Reach FAQ
What is relevant reach and why is it important for marketers?
Relevant reach focuses on connecting with audiences genuinely interested in your products and messages rather than just reaching the largest possible audience. It’s important because it leads to higher conversion rates, improved ROI, enhanced brand perception, and better audience insights.
How does relevant reach differ from traditional mass advertising?
Traditional mass advertising aims for broad exposure, often prioritizing quantity of impressions. Relevant reach, conversely, prioritizes quality and engagement by leveraging data and modeling to target individuals most likely to convert, leading to more efficient ad spend and better outcomes.
How was relevant reach applied in the CTV ad platform case study?
In the CTV ad platform case study, Kochava’s machine learning model analyzed historical campaign performance data to predict the likelihood of an app install. By leveraging various data points (e.g., recency, frequency, geography), the model identified an ideal cohort of the total addressable audience, driving a 58% performance lift.
How should advertisers incorporate relevant reach into their campaigns?
Advertisers should discuss relevant reach capabilities with their media partners and be open to using their first-party data to enhance relevant reach modeling. Publishers and ad platforms can contact Kochava and explore other solutions offering relevant reach modeling.
