Driving deeper CTV transparency and more efficient supply for a lottery partner 

The challenge

The Shipyard agency's lottery client was looking for deeper transparency into the channels and programs their ads were running on. At the same time, they wanted to identify cost efficiencies that would allow them to expand campaign awareness without increasing overall budget.

The solution  

The team implemented Peer39’s PMP Mirror solution alongside Peer39’s CTV Reporting Capabilities. This allowed the team to mirror their existing PMP strategy by bundling channeling and programs via Peer39 authenticated targeting solution. By doing so, they were not only able to apply program-level targeting and brand safety controls, but also gain greater transparency into the supply they were buying.

The results

The campaign delivered and significantly improved transparency at the channel & show level while uncovering more efficient supply paths. By accessing the same high-quality inventory via Peer39 Authenticated channels, client was able to reduce media costs and reallocate those savings to increase campaign scale and overall awareness.

• High-quality CTV environments across both publishers, with completion rates above 98%.
• WBD drove larger scale and entertainment-focused programming, aligning closely with brand-safe content environments.
• NBCU delivery initially skewed toward news environments, but optimizations were implemented to improve suitability.
• Roku devices represented the primary device environment across both publishers, indicating strong connected TV engagement.