The team at Molson Coors had been using marketing analytics to optimize across their portfolio of beverage brands for years. But one of the biggest challenges was speeding up their planning and in-market experimentation so they could keep pace with fast-moving trends and consumer demand.
While analytical rigor was key to the company’s marketing ethos, fragmented measurement across linear TV and connected TV (CTV) hindered their ability to fully map cross-screen marketing spend to performance.
To make every marketing dollar work harder than the last, they needed the right data inputs from a converged solution to accurately measure consumer behaviors across all of their linear and digital buys.
Consolidate the Data Pool
The different types of measurement data used across linear, CTV, and other devices creates many challenges for advertisers. With 4Screen measurement reporting, which bridges the gap between linear and CTV by assigning Nielsen demographic data to individual viewers within ACR households, the Molson Coors team was able to visualize and understand their campaign activations with greater depth and immediacy.
4Screen’s single, converged view across all TV and CTV, desktop, and mobile, and deduplicated reach and frequency at the household level, provided Molson Coors with the tools to more easily test, analyze, and pivot creative and campaign strategies across their broad consumer base.
Understand Axis Points
Managing reach holistically across linear and programmatic is a massive endeavor for any advertiser, and Molson Coors needed a more complete understanding of the interplay between linear TV and CTV reach and frequency.
By applying 4Screen reporting to a Q1 campaign, they had the ability to analyze the reach behavior of their linear buy as it plateaued at a specific axis point in the campaign lifecycle and understand how CTV could complement linear by driving incremental reach at faster rates over time.
This gave their media teams the insights to rethink how to manage and track the overlap of both channels over the course of a campaign so linear and CTV, as separate buys, could achieve deduplicated reach and frequency.
Test and Measure Overlap
Previous thinking among the Molson Coors team was that linear TV households were independent from CTV “cord-cutters.” But segmenting linear-only and digital-only audiences wasn’t achievable at scale.
Using Amobee 4Screen analytics against another Q1 campaign, Molson Coors was able to understand the fundamental overlap between the two formats and see how the different rates at which linear and digital plans reach into the population can affect outcomes like brand recall, purchase propensity, and more.
Fine-Tune the Inventory Mix
Buying CTV from a broadcaster can be an excellent way to achieve incremental reach within the highly valued big screen environment where a Molson Coors brand is so often viewed. But Molson Coors needed to more clearly understand how to navigate the fragmented CTV and linear network and publisher mix, and whether consolidating those ad buys would have a positive or negative impact on return-on-investment.
With 4Screen’s viewership data, they were able to analyze inventory performance to determine that buying linear inventory from a particular network and then buying that same network’s CTV inventory limited overlap, saved money, and had the potential to drive mass audience reach.
Online video was more likely to overlap with linear for a given broadcaster than CTV, but the overlaps were still minimal, proving that linear, CTV, and digital buys in one place with one network or publisher could significantly improve campaign performance over time.
Future Planning and Execution
Every screen is different: Test and measure the overlap between linear TV, CTV, desktop, and mobile, and converge your learnings as well as your media.
Reach is rarely a straight line: Understand the different rates at which linear and digital plans reach into the population and how that affects outcomes like brand recall, purchase propensity, and more.
Look inside and across your deals: Measure the overlap between linear campaigns and digital buys both at the intra-broadcaster and inter-broadcaster level. There may be opportunities to fine-tune inventory selection to maximize reach.
If you would like to view our webinar with Molson Coors titled “Drive Outcomes With Converged TV, CTV and Digital Measurement” please visit Adweek Webinars.
Or get in touch with an Amobee analyst today to find out how 4Screen reporting can help you overcome the challenge of demographically verified measurement at Solutions@Amobee.com.
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