PLUGGED IN: AD COUNCIL PLUGS INTO PLUTO TV
TO REACH ENGAGED TV AUDIENCE.
As of 2017,
60% of US
households
own a
Connected
Television
(CTV)
160 million
Americans
across all
demographics
stream content
every month
using CTV
25% of
Millennials
report that
they don’t
have or pay for
cable TV
FACTS:
OUR CHALLENGE
As viewers continue to spend more time watching video content via CTVs and over-the-top
(OTT) video services, the Ad Council knew it was an important place to target viewers and
raise awareness on our issues. We needed to reach this engaged audience and also prove
the value of OTT/CTV as a viable marketing opportunity for the Ad Council.
OUR SOLUTION
The Ad Council partnered with Pluto TV to raise awareness and encourage action around
four cornerstone campaigns: Wildfire Prevention, Ending Hunger, High School Equivalency
and Food Waste Reduction. Pluto TV is an Internet-based TV platform owned by Viacom
and the leading free OTT television service in America. Founded in 2013 and ad-supported,
Pluto TV runs as an app on connected TV platforms, including Apple TV, Amazon Fire TV,
Chromecast, and Roku.
Pluto TV generously donated the media and we were able to strategically target our core
audiences across various content verticals.
The partnership was live for one month from June to July 2018. Non-skippable videos
for each of the four selected campaigns ran during commercial breaks on Pluto TV to
encourage high engagement and video completion. The Ad Council provided multiple pieces
of creative for each initiative so that viewers could see a variety of content.
THE STORM
JUST HIT AND
WE WENT FROM
DONATING TO
THE FOOD BANK
TO NEEDING IT.
Donna, Louisiana
HUNGER
IS A
STORY
WE CAN
END.
FEEDINGAMERICA.ORG
OUR RESULTS
The Ad Council campaigns garnered a 97% video completion rate (VCR) for both CTV and
desktop, an 89% VCR on mobile viewing. This was a huge success considering the industry
average for online VCR is 65-75%. The higher VCR can be attributed to the fact that ads on
Pluto TV are non-skippable so the only time viewers did not see the ad was if they changed
channels. The Ad Council’s longer 30-second creative performed slightly better than the
15-second creative, which is great considering we held their attention for double the time.
▪ During Pluto TV’s commercial breaks, Ad Council ran 4 campaigns with different
pieces of video creative
▪ Videos were non-skippable which increased exposure and engagement
▪ Partnership ran for 1 month, from June to July
PARTNERSHIP ELEMENTS
For more info contact: Ashley Menschner | [email protected]
AT A GLANCE:
total impressions
delivered
2MM
overall Video
Completion Rates
97%
audience distribution
93% CTV / 5% mobile
2% desktop
