Case Study | Television Nielsen Catalina Solutions enables TV advertising optimization by identifying TV networks and programs that outperform on targeted buyer reach and GRP delivery. CASE STUDY DE TAI L S VERTICAL CPG CATEGORY Confection MEDIA TYPE Television Increase purchase frequency among brand buyers. GOAL C A M PA I G N D ETA I LS SUMMA R Y Using AdVantics On Demand™ media optimizing software, Nielsen Catalina Solutions collaborated with Confection client and their agency to understand GRP goals of TV advertising and reallocate media to target audiences who are current brand buyers. Buyergraphic target focused on consumers who purchased the client brands at least once in the prior 52 weeks. A major confectionary client wanted to increase purchase frequency among current buyers of their brands. Working with NCS, the client developed a media strategy to deliver a TV advertising campaign to audiences who have purchased their brands during the last year. Using the AdVantics On Demand™ web-based platform, the client was able to compare networks and programs in their current media plan and understand which were more likely to deliver advertising impressions to these buyer targets. By reallocating their current TV inventory to better reach brand buyers, the client obtained significant increases in buyer rating points (BRPs), as much as +23%, while maintaining current GRP goals. OU R ME THODOLO G Y 1 2 3 4 Actual Sales Actual Customers Buyer Rating Points (BRPs) Increases TV Driven Sales BRPs GRPs 1 34 5 6 78 9 2 45 3 2 ©2014 NC Solutions, Inc. ncsolutions.com ncsolutions.com Case Study | Television RESULTS By reallocating media to reach households that previously purchased within the brand, the confection client was able to increase BRP ratings by as much as 23%, with no additional media spend. KEY FINDINGS 23% Brand 1 Reallocating TV inventory to reach those who purchased Brand 1 in the last 52 weeks resulted Lift in BRP Index 106 in a significant increase in buyer rating points while maintaining GRP goals. 86 +23% Original BRP Index 21% Lift in BRP Index Optimized BRP Index Brand 2 110 Reallocating TV inventory to reach those who purchased Brand 2 in the last 52 weeks resulted in a significant increase in buyer rating points 91 while maintaining GRP goals. +21% Original BRP Index 19% Lift in BRP Index Optimized BRP Index Brand 3 Reallocating TV inventory to reach those who 107 90 purchased Brand 3 in the last 52 weeks resulted in a significant increase in buyer rating points while maintaining GRP goals. +19% Original BRP Index Optimized BRP Index Increasing buyer rating points among most likely buyers will drive measureable incremental retail sales among the exposed audience. Contact NCS to optimize your next TV Advertising campaign. For more information contact us at : [email protected] ©2014 NC Solutions, Inc.
© Copyright 2024 ExpyDoc
