Programmatic & Display Marketing (CTV)

Stop Guessing on Brand Value. Drive 30% Higher ROAS with Unified Display & CTV

Break out of walled gardens: use AI-driven programmatic to acquire new customers at half the cost of traditional TV spots with granular, human-verified insight.

Display offers efficient new customer acquisition and cost effective brand expansion opportunities that are uniquely aligned with a unified view of performance and robust anti-fraud controls with our use of Corvidae AI to ensure efficient and incremental growth.

For most mature businesses, Programmatic & Display represent lower cost of entry Paid Media channels which should be part of your media mix.

However, often Display is under represented due to the challenges of measurement of Top of Funnel (ToF) activity using traditional digital analytics platforms.

Working with Corvidae AI allows our teams to unify attribution across on- and off-line activity using a world class solution that is uniquely able to build longer customer journeys compliantly for GDPR, CCPA, and associated data compliance laws.

This means that potentially expensive TV spot ads can be replaced with Programmatically placed ads that cost half the spot price or less with the extra benefit of granular insight into performance.

And when placing an ad programmatically to a TV, the improvement in brand recall compared to a Paid Social ad slot is remarkable:

• Streaming TV Ad Recall is 39% Higher than for Social
• TV Ad Recall runs at around 46%
• For 57% of consumers, Digital TV (or CTV) is the primary way they consume TV, Movies and Video content

In short: efficient and effective brand growth requires TV presence, and the price of placement is cheaper than it has ever been for the available reach and inventory available today.

The only constraint on spend therefore is measurement.

Fortunately significant advances in AI and measurement have allowed us to solve the problem of accurate marketing measurement once and for all.

Why Traditional Programmatic Fails the Performance Test

57% of consumers primarily consume content via CTV, yet traditional analytics platforms cannot track the Top of Funnel (ToF) influence accurately. Programmatic also struggles with endemic challenges:

• Ad Fraud: costs the market ~$50bn annually due to measurement challenges that fail to prevent malicious injection of fake conversion data directly into ad platforms.
• Cookie Bombing: Cheap 3rd party cookies saturate the marketplace and claim credit for conversions, often when an ad was never even actually seen.
• DSP Incentive Deals: Some agencies use DSP contracts that guarantee conversion targets which replaces ad target criteria with rooms full of people bulk booking media.
• Agency Margin Skimming: Holdco agencies have historically used commercial relationships with publisher media that are unreported and replace targeting precision with bulk booked media impressions to become associated with a conversion, again via cookie bombing.

For all of these risks, cheap CPMs are typically presented along with performance guarantees: but really this activity simply aims to take credit for a sale that has already happened, claiming credit away from your actually performant marketing activity.

Unified Attribution which build longer conversion journeys allow scrutiny of - and protection against - this mis-attribution of marketing influence.

QueryClick's sister company, Corvidae AI uniquely stitches journeys that are typically +50% longer than traditional deterministic platforms such as Google or Adobe Analytics, and can also stitch across offline touchpoints to offer a full funnel conversion journey - allowing scrutiny of - and protection against - all of this malicious activity.

This stitching means that not only is fraudulent activity easy to spot, but also the attributed value of top of funnel adverts is much higher for all effective marketing channels, meaning the ROAS is correctly calculated and under-reported channels like Social, Display, Programmatic, CTV, and Native see their true ROAS exposed allowing risk-free, efficient use of these valuable channels.

Indeed, Corvidae offer automated API data to allow DSPs & AdTech to directly use its conversion journeys, allowing their own AI systems to fine tune targeting using the 1st party audience criteria you supply.

QueryClick's use of this valuable information in your marketing mix, allows radical improvements in AdTech performance, as their own bid placement efficiency can benefit hugely.

45% Reduction in CPA & Increased Revenue Growth

By deploying Corvidae with an international banking client, Western Union, Corvidae AI was able to radically improve the effectiveness of their ad placements. A 45% reduction in the CPA from Paid Ads translated into huge savings that could be allocated into Display and Programmatic ad campaigns that grow brand and new customer acquisition effectively.

Unified Attribution: The Key to Incremental Growth

In our experience, brands achieve greater overall ROI when their marketing mix is attributed universally. The benefits of QueryClick's approach is clear:

• The CTV Advantage: Streaming TV Ad Recall is 39% higher than Social. We place ads programmatically at half the price of traditional TV spot ads or less, opening up media spend for reallocation.
• Reclaiming Wasted Spend: Like our work with Otty Sleep, we identify wasted Paid Search & Social spend - typically around ~22% across these channels - and reinvest it into high-performing Native and Display channels that are now available for efficient spend to let you sleep easy knowing your media is working hard.
• Viewable Post-View: Only pay for ads that are actually seen by a human, reducing campaign costs by 40-70% compared to other providers.
• Built-in Anti-Fraud: Typically this stack approach reduces costs by +45% by filtering out non-human traffic.
• Transparency First: We do not tie our fee to your marketing spend, removing the incentive for agencies to inflate your budget.
• Compliant & Future Forward: The tech stack we use is fully data compliant across any market globally, and doesn't rely on broken 3rd party data sources.

In addition to using attribution for all of these benefits, work with the QueryClick team to develop measurement options to allow a wider brand spend in new markets with complete confidence.

The media spend savings from Corvidae' automation allow reallocation to ToF. The remaining piece of the puzzle is: if you have perfect attribution and understanding of campaign performance, is your creative up to standard for Display?

This requires complete understanding of each Ad's performance, as seen in Corvidae, this becomes easy to audit:

This level of data interrogation means means no asset avoids scrutiny, as discovered by SafeStore: