Client’s challenge
One of the biggest advertisers in the Netherlands wants to know the impact of a recently launched campaign. The client wants to know which channels and combination of channels have the most effect on the target group.
The approach
To see what kind of effect the different channels have on the target group, the client has asked DVJ to conduct a cross media evaluation. With DVJ’s holistic pre-post methodology, complemented with an exposure analyses to explore the synergy effects of the used channels, full insight into how each type of campaign performs becomes clear.
The results
The results reveal that the campaign has a reach of 91%. The majority is reached through TV, underlining the role of TV as lead medium. The online channels largely overlap with TV, which offers possibilities for synergy effects. The evaluation revealed that the younger target group also watches TV, but to reach this target group more often, online video and social creatives are essential. Next to that, there is more effect when the target group is reached more often, which mostly applies to TV and online video. This shows that a relatively high number of contact moments is needed before the complex message resonates among the target group and therefore strengthens the brand position.
Although TV creates the most reach and recognition, it’s the synergy of additional channels which generate the most impact for the campaign. The online channels not only add a contact moment, but also ensure higher efficiency when combined with TV. A subtle shift from TV to online (without jeopardising the reach of TV) ensures optimisation of the allocation of the media budget.
Client’s benefit
Based on these outcomes the client has gotten insight into how the media mix has performed and insight into the potential of the campaign. The media mix leads to the reach of almost the entire target group and high visibility for the campaign. Therefore, we have recommended the client to continue using this mix of channels. To optimise the allocation of the budget, we have advised the client to make a subtle shift from TV to online to realise more efficient contacts to increase brand impact.