Compare the Market CTV test lifts brand favourability by 8 points

The results validate that connected environments are no longer just experimental add-ons but essential for capturing audiences migrating away from linear broadcasts. For the broader ecosystem, this shift highlights the tension between leveraging granular targeting and maintaining the mass-market scale that traditional television once guaranteed. As advertisers like Compare the Market integrate SVOD and BVOD more deeply into their core strategies, the industry must solve for cross-platform measurement to avoid over-optimizing at the expense of total reach. Watch for whether GumGum’s future implementation of frame-by-frame emotional analysis can further improve conversion rates in premium streaming environments.

GumGum has been building out its CTV measurement and verification capabilities across multiple markets. In early 2025, GumGum partnered with On Device Research to integrate brand lift measurement directly into its CTV ad verification platform, allowing advertisers to connect viewability and completion data with survey-based brand metrics in a single workflow. That integration is directly relevant to the Compare the Market test, which relied on GumGum's platform to deliver the 97% completion rate and the eight-point favourability lift. GumGum's broader positioning in the CTV space has also been reinforced by its work with agencies seeking unified measurement across BVOD and SVOD environments, a gap that Compare the Market's findings highlight.

The regulatory and business landscape for CTV advertising measurement is tightening as advertisers demand cross-platform accountability. In Australia, where Compare the Market operates, the Australian Competition and Consumer Commission has continued scrutinising digital advertising transparency, including how platforms report reach and frequency metrics. Meanwhile, GumGum announced in mid-2025 that it had expanded its CTV inventory partnerships to include additional BVOD publishers in the Asia-Pacific region, broadening the pool of premium streaming environments available for brand lift studies. This expansion matters because Compare the Market's test specifically measured incremental reach from BVOD over linear, and a larger BVOD inventory pool increases the statistical confidence of such tests.

On the technical side, CTV brand lift benchmarks are becoming more standardised, giving advertisers clearer reference points for evaluating campaigns like Compare the Market's. A 2025 study by Beatgrid found that average CTV video completion rates across premium BVOD environments ranged between 88% and 95%, depending on ad length and placement, placing Compare the Market's 97% result at the upper end of observed performance. Beatgrid's research also noted that completion rates above 90% correlated with brand lift outcomes of six to ten points for awareness and favourability, which aligns closely with the eight-point lift reported in this campaign. On Device Research published guidance in late 2024 recommending minimum sample sizes of 500,000 impressions for statistically significant CTV brand lift results, a threshold the Compare the Market test exceeded with its 580,000 household reach. These benchmarks suggest the campaign's results are methodologically sound and reproducible at scale.