A financial services company wanted to target a very specific audience on television, similar to how it targets audiences through digital channels. The advertiser also wanted to outperform its biggest competitor on television.
Execute a two week audience-targeted campaign designed to efficiently reach the client’s custom target of people who track investments or trade online. By homing in on these speciﬁc customers, the client would also steal share away from its competitor.
Use data to ﬁnd those custom target viewers outside of the contextual networks on which the advertiser was currently running.
The client outreached its top competitor, and uniquely reached 3.6M custom target viewers who never saw the competitor’s ad.
Simulmedia reached 2.2M of the client’s custom target viewers, more than twice as many as any other network on which the client is advertising.
Simulmedia was 42% more cost efficient in reaching the custom target than the campaign’s TV network average.
Client reached 37.3M people during their campaign.
Reallocating budget from networks that did not contribute unduplicated reach to Simulmedia to further extend the campaign’s reach against the available audience.
Re-define the target audience to focus more on men, because they were shown to be more responsive to the advertisements.