The proliferation of media channels and devices has made it difficult to plan TV effectively. haloAMP leverages deep data insights that help advertisers optimize TV for maximum reach and response.
The following case history examines the role of haloAMP in data-driven media planning for linear television. By using haloAMP to make TV work harder our client achieved unprecedented revenue growth despite a slow market.
Our client is the market leader in the specialty mattress industry with a chain of 40 retail stores across Southern California. Most of the 40 are legacy stores in mature markets. The client was pushing for 8% comp store growth year-over-year, but several challenges lie ahead.
First, the marketing budget was flat. And the industry’s projected growth was low at just 3% YoY. And to top it all off, the retailer had record high sales in the previous year so the bar was high.
Flat Marketing Budget
Low Industry Growth
Previous Record Sales
Helping our client achieve 8% comp store growth with market projections at only 3% required an aggressive plan of action. And having a flat media budget meant that Wingman needed to squeeze a better return on investment out of every dollar spent. We focused on increasing media efficiencies in television – the biggest line item in our client’s media budget.
Wingman’s audience management platform haloAMP was the key to making the media work harder. We used haloAMP for Television to obtain 1:1 viewership data of our client’s custom audiences.
Next we evaluated the TV station’s ratings within our custom segments by hour, by day for every week of the year. With ratings broken down to the most granular level possible, we scored and then ranked every hour of every station. We weighted and scored based on the following attributes.
Average Percent Viewed
Average percentage a person viewed a telecast.
Custom Segment Average Audience
Average audience for the custom segment tuned into a telecast.
Rate, CPM and APV of a particular show.When you combine audience, APV and rates something interesting happens:
RATE / IMP(000) = CPM / APV = ENGAGED CPM
We found that when we look at viewership data, there were several instances where audience size within our custom segments did not mirror the audience size of the broader market. Moreover, when we looked at audience engagement by hour, viewership within our custom segments did not always reflect the broader market.
The media strategy resulted in less spend and more GRPs during the hours in which the client’s audience was most engaged. In turn, same store revenue increased 11% YOY, far surpassing both the client’s goal and the industry’s projected growth.