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“A Tale of Two Addressable Ad Campaigns” – Publicis & Nielsen Catalina Solutions

With the increase in TV advertising spend on more targeted household-addressable and, in development, programmatic platforms, advertisers are looking for guidance on how best to define their targets.

As part of our ongoing partnership in addressable TV targeting and measurement, we undertook a comparative analysis of two addressable advertising campaigns in the same product category – one based on brand usage while the other was at the category level.

Among the key business questions for this research were:

1) What is the comparative impact on sales when running addressable TV campaigns based on a brand target versus a category target?

2) Do the results vary over time?

3) Should the same targets be used for digital and TV?