Compare the Market CTV test lifts brand favourability 8pts, usage intent 7pts

August 29, 2026 · mi-3.com.au

Nearly 580,000 households were reached by a Compare the Market CTV campaign managed by GumGum, which posted a 97 per cent video completion rate and beat its delivery target by 8 per cent. Brand favourability increased eight points and likelihood to use the insurer comparison service rose seven points, with 65 per cent of exposed viewers taking or intending to take action, per results verified by On Device Research. The campaign, running about a month, used existing 'Wake Up Australia' creative featuring David Koch and the company's meerkat characters, focused on car and home-and-contents insurance and placed ads in entertainment, drama, documentary and fine arts content. A separate study with Beatgrid found BVOD delivered 10 to 15 per cent incremental reach over linear TV among some key audiences, while subscription streaming offered a larger exclusive audience.

Media mix decisions get harder as targeting improves. Head of marketing for brand Sam Willmer used the GumGup test to inform FY27 planning, weighing how much budget should stay with linear TV against BVOD and subscription streaming. "The balance for us as advertisers goes back to what you're speaking about before, making sure we're not over-optimising at the expense of reach and efficacy," Willmer said. Agencies planning cross-screen campaigns face the same trade-off: granular CTV targeting can lift engagement metrics while eroding the mass reach that made television valuable for brand building in the first place. Broadcasters are improving data connectivity, but the mix-modelling challenge remains for any advertiser moving budget between linear and fragmented streaming environments.