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.
/publications/article/278388/publicis-addresses-household-targeting-finds-high.html
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Duane Varan (MediaScience) explained how adding AI to concept testing allowed more successful ad testing than was possible previously. Testing real video ads against ads created in MediaScience’s Context Studio by their Mediapet.ai platform found that AI ads were on parity in terms of recall, recognition, brand choice, brand attitude, ad liking and professionalism.
Member Only Access
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.
/publications/article/278388/publicis-addresses-household-targeting-finds-high.html
Member Only Access
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.
/publications/article/278388/publicis-addresses-household-targeting-finds-high.html
Member Only Access
