Presented at the ARF Audience Measurement Conference: A Tale of Two Addressable Ad Campaigns – brand vs category via Media Post, source: Publicis and Nielsen Catalina Solutions
The fact that two disparate campaigns, across separate addressable TV platforms, for the same (undisclosed) client, in the market at the same time, presented a unique opportunity to effectively test what happens when you target consumers on the basis of brand vs. category.
Both campaigns were proven to generate significant incremental sales lift, but the one targeted at brand buyers generated significantly more: 29% vs. only 19%.
The brand buyer-targeted campaign generated an incremental sales return of $0.75 per household reached, vs. only $0.55 for the category buyer households.
But because there are more category households in the universe, the overall reach of the category targeted campaign generated more incremental sales.