In this webinar, marketing attribution platform, Rockerbox, and our experts dove into client examples of streaming advertising and analyze why they worked -- from the creative to the strategy behind them.

1. Streaming Ads
that Work –
and Why

2. Today’s Logistics
Kerry Mallett
Content Strategist
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3. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

4. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

5. Our Speakers
AIDAN ARNOLD
Director of Client Strategy
& Analytics
KELSEY KEARNS
Head of Customer Success
MATT PERRY
Creative Director
Streaming + Advanced TV

6. About Rockerbox
Rockerbox uses first-party data and multiple
measurement methodologies (rule-based attribution,
multi-touch attribution, halo analysis, geo lift, in-channel
testing, and incrementality) to provide brands with a
holistic look at the impact of all their marketing.

7. Leading Brands Trust Rockerbox

8. Rockerbox gives you clarity into your customer
journey, giving you the information you need to
make business decisions—from daily
optimizations, to high-level budget decisions.

9. Agenda
● What Makes Streaming Interesting
● What Works In Streaming
And How We Know What Works
● How It All Comes Together
Case Study Examples
● Adding Value To Streaming Measurement
● Q&A
9

10. What’s your biggest roadblock to
utilizing streaming?
1. Price
2. Production level required
3. Not understanding measurement available
4. Overall knowledge level
5. Something else - tell us in the chat!
POLL

11. What makes streaming
interesting… 🤔
More than TV
11

12. The funnel has collapsed.
THE HARD TRUTH
12

13. Nowhere is this more apparent than streaming
BRAND
Awareness and affinity
● “Upper Funnel”
● Superior aesthetics
● Not expected to
elicit immediate
response
DIRECT RESPONSE
Immediate activation
● “Lower Funnel”
● Generally inferior
aesthetics
● Tangible consumer
response
REALITY
13
BRANDED RESPONSE
Brand and performance have become one—all of it digital, all of it measurable, all of it performance.

14. TV/Streaming Performance
Marketing
Click-based Performance
Marketing
clickstream
Video and
audio pose
an attribution
problem
Lack of clickstream data
and multiple screens make
attribution significantly more
difficult than traditional
display and search ads.

15. Our graph-based streaming measurement technology enables high-precision,
1:1 attribution across devices and throughout your marketing funnel.
Streaming TV and audio
are measured using direct attribution

16. Streaming Makes TV A True Test And Learn Environment
Develop hypothesis
TEST
Test, learn and hone
LEARN
Instead of one-off creative,
treat streaming similarly to
social and other digital media
by planning for a robust test
and enhance cycle.
Enhance
16
THE OPPORTUNITY
BECAUSE IT IS MEASURABLE IT CAN INFORM AND GET BETTER.

17. Streaming production isn’t as
💸💸💸 as people think
17

18. “Production” means more than rolling camera
ADAPTATION
Adapting existing video ads for the
streaming environment
$
ASSEMBLY
Creation of net-new ads from
existing video and static elements
$$
PURPOSE BUILT
Original streaming ads shot or
animated to concept
$$$
18
CREATIVE
QUALITY CONTENT CREATION FOR STREAMING DOESN’T HAVE TO BE A ROADBLOCK ANYMORE.
OPPORTUNITY

19. What Works In Streaming
Creative Best Practices
19

20. A Fresh Medium Demands A Fresh
Approach To Production
C.A.S.T. TO PERFORM
Mere awareness of your brand isn’t enough. Remember the four steps of C.A.S.T. to take
video streaming into the performance space.
20
CONTENT
Optimize your content for the medium AND the audience expectation.
AUDIENCE
Hit the target that matters with a message that matters to them.
STORY
Forge an emotional connection between your brand and the consumer.
TESTING
Test and refine video like never before to hit harder for even greater results.

21. Right-Size
Not just TV.
OTT video advertising was popularized by streaming services
on TV, but it can appear on everything from mobile phones
and tablets to giant wall-size TVs. When shooting and
editing, optimize screen real-estate effectively across the
entirety of the OTT ecosystem.
Not just a resize.
Streaming is its own medium. Don’t simply recycle social
videos designed for Instagram in the streaming space, as the
way people consume and engage with the media is different.
If you must use a social video with a different aspect ratio,
like a TikTok, make the otherwise wasted letterbox work for
you with graphics or branding.
QUICK TIPS
● 16:9 horizontal aspect ratio.
● Cut for exactly :30 seconds…
Most :15’s cost the same and spots
are placed in timeslots.
● Test text readability on “worst case”
devices like mobile phones.
● If shooting, plan ahead to ensure the
elements will crop well for other
aspect ratios like social.
21

22. Screenshot
Audio
Hook with sound.
Streaming TV is a sound on environment. Design for
the deeper emotional engagement that only
audio-first environments can convey.
● Sonic Branding makes the brand
memorable. Open and close with it.
● Feature a voiceover paired with on-screen
visuals or a person talking on screen to
both drive home your message and connect
with the audience.
● Play with sound design to deepen the
experience and tell the story.
● Remember: An audio track is often required
for delivery.
22
BA-DA BA BA BAA…
< Doink Doink >

23. Differentiate
Tailor Your Message.
The addressable nature of streaming
empowers you to parse your message plan
specifically by audience care abouts to help
drive goals at every level of the funnel.
Analyze your consumer journey and lifecycle
against your desired KPIs to plan messaging
and guide deliverable versioning.
Create between 2 & 4 simultaneous messages
to hit the target’s activation spectrum and test
for performance enhancement.
CONSUMER
LIFE CYCLE
CONSUMER
JOURNEY
KPI
MESSAGING
SEGMENTS
23
Why not just one spot?
Consumers are not heterogeneous. A single message delivered once is
less likely to appeal. Additionally, memorability is increased when an
idea is encoded in, and accessible by, multiple neural pathways.

24. Narrative
START HIGH INTRIGUE CHAMPION REINFORCE CTA
INTRODUCE
ID & BRANDING
Open and close with
logo/sonic branding
FAST PACE
More than 2
Shots to open
PRODUCT +
BRAND EARLY
In first 5 seconds
DRIVE IT HOME
Keep adding layers
STRONG OFFER
Super paired with
voiceover
SPECIFIC ACTION
Visit, Buy Now, Sign
Up, Learn More, Etc.
Set the premise quickly
Quick, but not
frenetic
Feature people
or celebrities to
engage early
Make the product
features and
benefits the hero
On-screen for
minimum 3
seconds
Feature URL or QR
code – no buttons in
VAST OTT spots
24
Tell the story
Craft impactful, memorable creative that captures your
customer’s attention and delivers your message effectively
via story, timing, subject and branding.
⛔ Traditional Story Arc ✅ Emerging Story Arc

25. SITE URL
People get URLs. Keep
yours short, sweet and
legible.
QR CODE
The phone is in their hand. Give
them a secure code to scan and
on-screen time to scan it.
Activate
Give them somewhere to go.
In 2020, 191.1 million adults went online via a digital
device while watching digital video or traditional TV.
This figure is projected to surpass 197 million second
screen users in 2022. Create a frictionless experience
that easily funnels consumers to your brand via a URL,
secure QR code or text messaging prompt.
TEXT TO XXXX
Inspire your audience to start
a conversation or access a
purchase code via SMS.
A word on measurement.
QR codes and vanity URL’s are not necessary as measurement tools for
Tinuiti and Bliss Point. However, they do provide a seamless consumer
experience that encourages mid- and lower-funnel performance.

26. Connect
Make them feel it.
Tell a story that both forges an emotional connection and adds
value to your audience’s needs and wants.
It all starts with a story.
What is the human truth? Find it in the product or moment and
expand on it. Use people, audio, art direction and concrete product
attributes to enhance your storytelling and connect deeply on an
emotional level with the audience. But what about lower-funnel
retail? This works just as well there as it does for upper-funnel
branding and awareness.
Connection Tips
● Find the human truth and tell that
story in interesting ways.
● Feature people and use them
early in the spot.
● Use humor, intrigue and action to
hit emotional hot buttons.
● Convey a tangible product benefit
that people care about.
● Use a known to celebrity to catch
attention and enhance trust.
26

27. Attribute
MEMORABLE
CREATIVE
Unique and creative
concepts get
remembered. Period.
SONIC
BRANDING
Open and close with
branded audio elements.
Feature brand music and
VO talent with “See and
Say” supers.
PERSISTENT
GRAPHICS
Use Logos, URLs or
branded borders that stay
on screen for the duration
of the spot.
BRANDED
ELEMENTS
Open and close with
branded elements or logos.
Integrating brand colors
and spokespeople.
27
Make your brand stick.
BA-DA BA BA BAA…

28. How We Know What
Works In Streaming
28

29. CONFIDENTIAL
What would we
recommend for
this example
brand?
Since the Tactic “Couple” has
a much higher expected impact
than the other Tactics, this brand
should focus on creating assets
that promote their products’
value/benefits for couples
(instead of oneself, families,
or an unclear audience).
The Streaming Creative Insights Machine Learning output
provides deeper understanding regarding what about a creative drives performance
In order for us to understand what about a creative execution allows it to perform better, we must create a detailed,
customized schema of attributes and tactics that best describe the company’s assets.
Creatives
All creative assets
that include the
selected
Attribute/Tactic
combination can be
viewed here along
with metrics like run
time and spend.
Attributes
Each creative is tagged
with a set of Tactics that
fall under an Attribute.
Each Attribute is
responsible for a portion
of the creative-driven KPI
outcomes — we call this
percentage the Attribute
Importance.
Tactics
The expected impact of
a Tactic on KPI response
is represented here as a
percent difference from
the average impact of
all Tactics within an
Attribute. (The baseline
average is leveled at
zero.)

30. Enhance creative
performance over time
with refresh cycles.
Use planned refresh cycles every
1-2 months to upgrade your
creative investment.
Test. Learn. Hone. Win.
Stay fresh. Stay actionable.
> Beat audio/visual blindness due to low inventory, high repetition.
> Discover fresh messaging insights.
> Evolve with your consumer’s changing journey.

31. How It All Comes Together
Ad analysis
31

32. Tula “Dr. Raj”
BACKGROUND
● Skincare brand offering
probiotic topical
treatments
● The “Dr. Raj” asset
highlights Tula’s wide
array of product
offerings, using close up
shots and strong
branding elements
including color and
voiceover from the
founder

33. Creative Highlights
INTRIGUE
Intriguing visual
Featured Face
Quick Cuts
Motion
Graphic Branding
INTRODUCE
Product Early
Brand Often
Set Premise Quickly
CHAMPION
Strong Human Story
High Info Flow
Branded Colorways
Product Benefits
REINFORCE
Product often
Persistent Graphics
Layered Benefits
ACTIVATE
Clear CTA
Strong Branding
Convincing VO
33

34. Tula Results
IMPRESSIONS SERVED
over two months across 17
publishers
26M
RESPONSE RATE
achieved during this period,
beating the previous quarter by
12%
0.59%
ROAS
achieved during this period,
beating the previous quarter by
11%
3.88
34

35. Oura “Sleep Lab”
BACKGROUND
● Sleep tracking ring
utilizing sensor
technology
● The “Sleep Lab” asset
creates a strong product
proposition by identifying
a need for the consumer.
The video uses strong
product imagery and
highlights the companion
app to create a holistic
offering.

36. Creative highlights
INTRIGUE
Opening Branding
Intriguing Visual
Quick Cuts
Motion
INTRODUCE
Introduce Premise
Human Engagement
Benefit Focus
Memorable Creative
Humor
CHAMPION
Keep Tension High
Branded Colorways
Product Details
Humor
REINFORCE
Continued Interest
Persistent Graphics
Layered Benefits
Product Demo
ACTIVATE
Clear CTA
Feature/Benefit
Strong Branding
36

37. Oura Results
IMPRESSIONS SERVED
over two months across 19
publishers
56M
RESPONSE RATE
achieved during this period,
beating the previous quarter by
3%
0.29%
ROAS
achieved during this period,
beating the previous quarter by
44%
3.39
37

38. Adding Value To
Streaming Measurement
38

39. Measuring the true impact of your test
Why this is important:
● De-duplicated and weighted CPA/ROAS to enable
greater in-channel optimizations and overall
channel/vendor budgeting
Analysis and Resulting Insights
● De-duplicated CPA/ROAS
● Identify true efficiency by channel/placement/tactic
and optimize spend accordingly

40. Understanding User Path to Conversion
Why this is important:
● Important to look beyond CPA/ROAS when measuring impact of
Branding channels
● Role of channel in driving net new users into the funnel vs assisting
down funnel
Analysis and Resulting Insights
● OTT and other top funnel channels play a different role driving users
across the funnel
○ Can be driven by differences in channel mix
● Varying performance can be attributed to a variety of factors from
○ Creative, Media Mix, Audience
● Avg time to convert and progression down funnel

41. Quantifying the Incremental Impact and Halo to Bottom
Funnel Channels
41
Why this is important:
● Quantifying the role of streaming in the users path to conversion
enables you to understand how this channel complements the rest of
your marketing mix
● Identifying which bottom funnel channels are directly impacted and
need to scale spend accordingly
Analysis and Resulting Insights
● Parsing out which typical top funnel channels play more of a
mid-funnel role
● Identifying top funnel channels that drive users to convert fastest
○ Impact of paid vs organic bottom funnel channels
● Bottom funnel channels that have a high % of conversions with a
branding touchpoint

42. Key Takeaways
1. Streaming is a measurable and testable
performance environment
2. Streaming production is approachable
3. Understanding path to conversion can help
identify where streaming fits in your broader
mix

43. Schedule Your
Consultation
with a Streaming
Expert

44. Q&A
AIDAN ARNOLD
Director of Client Strategy &
Analytics
KELSEY KEARNS
Head of Customer
Success
MATT PERRY
Creative Director
Streaming + Advanced TV

45. 45
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