Mars shopper data in advanced TV targeting raises brand awareness by 21%
Mars Airwaves needed a way to target their hard to reach Taiwanese audience in the places where they were accessing content. They had already invested heavily in TV but they were looking to maximise awareness, likeability and purchase intent as well as increasing incremental reach. Importantly, they wanted to identify who their real shoppers were.
Our strategy implemented GroupM proprietary multi-screen planning tool, mScreen, to estimate a pre-campaign reach curve for the combination of traditional TV, YouTube, and CTV. This tool was created for emerging audiences and it cleverly looks at linear and connected TV data to garner incremental reach for particular budgets, projects and media plans.
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