How iSpot Measurement Helped Clear the Air on CTV Results
Measuring the effectiveness of self-serve CTV and Managed Serve Offsite Display campaigns to compare performance.
The challenge
To strengthen customer acquisition and sales during allergy season, Haleon wanted to position Flonase as the preferred option for the spring season and grow category share in the competitive Allergy department.
Goals
They sought to drive awareness, educate customers, increase reach by targeting specific audiences and inspire purchase decisions.
What they did
Haleon ran self-serve CTV and Managed Serve Offsite Display campaigns to compare performance. To measure the effectiveness of their CTV ads, they engaged iSpot, a Measurement Partner in the Walmart Connect Partner Network.
Strategy and tactics
The CTV campaign delivered extended reach beyond linear TV, helping connect with unique users ages 18+ who would not have been reached with the linear TV campaign. The CTV media also generated more impressions at lower frequencies, helping optimize spend by maximizing exposure to unique households and minimizing repeated impressions.
Big wins
Unique CTV reach, incremental to Flonase linear TV
CTV frequency vs. linear TV frequency of 6.01
Incremental CTV impressions
Source: iSpot data, May 2–June 1, 2025. iSpot Unique CTV reach is incremental and unduplicated compared to the brand's linear TV campaign running concurrently with the CTV campaign. Past results do not guarantee future performance.
Key takeaways
Measurement partners
Measurement Partners like iSpot can help advertisers evaluate the impact of their CTV campaigns to gain insights for future investment decisions. Test and double down on strategies that work — like segmenting campaigns — to help drive more informed decisions.
Targeting capabilities
Walmart’s CTV targeting capabilities can help advertisers reach shoppers who may not have been exposed via linear TV.
Efficient and effective
Walmart’s CTV ads can provide advertisers with a more efficient and cost-effective way to connect with shoppers compared with linear TV.
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