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Case study-Advertising Spend

How does single source media data improve campaign ROI?

In a recent ad campaign in China, a leading cell phone brand spent over 10 million Rmb in TV media on an ad for a high end phone. About one third of that was also spent on print.
The media planning agency put the 3+ Reach for the campaign at over 65%. Post testing of the campaign showed it was recognized by just 19%*. This was an unusually low score – it was not a good ad.
A typical score is about 30%, still far below the planned media reach. Which means:

• Many of the people who are meant to see TV ads do not see them at all (the media misses them)
• People who do see the ad see it many more times than they need to (the GRPs are delivering excessive frequency)
• Some people forget the ads very quickly

Advertisers with non mass-market brands can’t reach enough of the right people. They waste money buying airtime which builds repeated exposures amongst irrelevant viewers or people who have already seen the ad more than enough.
Current media planning practice, based on incomplete information does not work well.

With AMC this client can :

• Precisely target their potential customers, know what media their audience uses and when
• Buy more selective programming which fits best with wealthy owners of high end phones, hence increase TV reach, even while spending less on TV
• Use the budget saved from TV to deliver their message though channels that will better capture those who can’t be reached in TV - print, internet, outdoor – again tightly targeted
• Greatly increase campaign reach and effectiveness