How Winn-Dixie leveraged OTT to maximize reach and engagement with audiences beyond linear investments
Winn-Dixie’s agency, USIM, was interested in increasing online engagement and extending the reach of its messaging to audiences beyond those exposed to linear investments.
USIM partnered with Tubi to execute an OTT buy targeting Winn-Dixie’s audience in key markets. In partnership with TVSquared, Tubi ran a study to gain visibility into the incremental reach OTT delivered beyond linear, understand audience overlap and inform optimizations to maximize reach and reduce duplication.
Driving incremental reach at a time when shopping behaviors are constantly changing is critical for proving marketing ROI
79% of Households reached by Tubi were incremental to linear inventory
54% of Tubi exposed audience visited the grocery retailer’s website