Brand
Objectives
Reckitt set out to:
- Deliver high-impact storytelling via large-screen CTV placements
- Reach quality household audiences with minimal duplication
- Maximise time spent with the brand
- Achieve a strong Video Completion Rate across Smart TV inventory
- Ensure brand-safe, fraud-free delivery in premium content environments
The Challenge
Traditional programmatic CTV buying can lead to:
- Fragmented supply across multiple SSPs
- Overlapping audiences and wasted impressions
- Variable quality, inconsistent completion rates
- High CPM variance across markets
- Reckitt needed a clean, transparent CTV strategy with guaranteed quality supply and predictable performance.
Brandmo’s CTV Curation Strategy
1. Premium Supply Curation (CTV-Only Pipes)
BrandMo curated pure CTV inventory from leading SSPs—Magnite, PubMatic, OpenX, Index, and Equativ—ensuring:
- 100% Smart TV environments (no mobile/desktop spillover)
- Verified long-form, high-viewability placements
- Category-appropriate content alignment
- Reduced ad-tech tax via SPO optimisation
2. Audience Refinement Layer
Where required, BrandMo layered audience signals using:
- Household attributes
- Content consumption patterns
- Language and regional cohorts
- Engagement likelihood (high VCR probability modelling)
3. Multiple Creatives Testing
To improve performance, BrandMo tested:
- Different lengths (15s/20s/30s)
- Hooks, openings, pacing
- Creative sequencing
- This helped identify which creative combinations drove the longest time spent on CTV screens.
Outcome
Video Completion Rate
Completion rate across premium Smart TV inventory
Higher Watch Duration
Users spent more time engaging with the brand
CTV Smart TV Impressions
Delivered exclusively within premium brand-safe environments
Invalid Traffic
Fraud-free delivery across curated CTV supply paths
Why Reckitt Chose Brandmo
DSP-Agnostic Activation
Reckitt activated BrandMo’s curated CTV deals seamlessly in DV360, with full transparency into delivery and performance.
Multi-SSP CTV Pipes = Cleaner Delivery
- BrandMo’s multi-SSP curation ensured:
- Less overlap
- Better supply diversity
- Price efficiency
- Higher completion probability
Built for Household Impact
Time spent + VCR optimisations ensured Reckitt’s message landed deeply in premium living room environments.
