However since the 90s, the entertainment ecosystem has drastically changed. While then the television was much like a magnetic force, drawing all family members together-today it is highly neglected. It is neglected in the sense that modern day Canadian viewers are often distracted and tuned out while ‘watching’ programming. Approximately 43.8% of all Canadians are amused by a second screen while watching television, whether it being via smartphone, computer, or Ipad. Canadians are drifting from their television sets and redistributing their attention to various sites such as Youtube, Facebook, and MSN. Therefore, as a result of absent minded viewer behavior, various marketing and commercial strategies are simply ineffective via television. Not to mention the wondrous yet damaging invention of the PVR- great for you and me, but troublesome for advertisers trying to get their message across mid-way through a cliff hanger on Homeland.

Given increasing consumer disengagement, imagine the challenge of a major CPG company trying to advertise their most recent product launch while creating brand awareness and targeting a specific retailer demographic. Having weighed the entertainment industry, they came to recognize that RTB online marketing has grown more than 100% from 2011 to 2012. The client then came to us looking to advertise their new product, direct traffic to the retailer, and overall drive sales nationally. In hopes of directly reaching specific demographics while driving vast impressions, we comprised a campaign that utilized modern day outlets that dominate viewer attention.

The Strategy

As such, in order to generate consumer engagement we distributed an in-stream digital advertising video addressing the new product. The video commercial appears in a player environment prior to streaming on sites such as Youtube. Additionally, the video is linked to the CPGC’s retailer microsite in order to increase awareness on where the product is sold. This website too provides the consumer with ingredients, recipes, and information about the product in furtherance of driving conversions.

However prior to this we created custom targeting audiences for the client using our proprietary retail data. Our exclusive intelligence system offers unique and very specific insights into online consumer behaviors that other systems cannot gain access to. The video was optimized in order to directly reach these target segments who have previously expressed intent to purchase or interest in the product. As the campaign progresses we are able to uncover the story that lays between the data and thus re-evaluate strategy in order to further optimize outreach.

The Results

After only 2 months of the 4 month campaign, we have already delivered over 833,000 impressions. Moreover, 50% of these impressions were delivered by Mediative’s exclusive proprietary retail data, and of this 50%, 84% of individuals watched the commercial up until the third quarter. This, 37% higher than the industry benchmark for viewer completion rate. These results show that our exclusive data and top tier targeting systems indeed reliably extend to consumers as opposed to mass distributing a message that can be interrupted by fraud. Often fraudulent cookies are placed in websites therefore altering click through rates and impressions. However, because we are able to measure response; if an individual has stopped, started, skipped, and watched the video- we can authenticate human contact and ensure quality results.

Moreover, given our regionalized and precise targeting methods we were able to deliver critical campaign objectives by vastly distributing awareness which in turn drove Microsite traffic and retail sales immensely. This was all possible by presenting display video through an outlet in which our new generation thrives upon, the multi-screen entertainment ecosystem. Gone are the days of the Friends family events, so flip on the television, pass your sister the IPad, and pass your brother the smartphone.


Article sourced from Mediative Blog, courtesy Mediative