The Future of Brands: How Kenvue Uses Cross-Media Measurement to Run More Effective Brand Campaigns

Why did you start working with AudienceProject?

We started working with AudienceProject in 2024 after identifying the need to get a clearer view of our cross-channel reach and understand which channels are most efficient to effectively extend our total reach.

At the heart of it, reach and incremental reach are metrics linked closely to our purpose – getting more products into more people’s hands – especially in how we connect with new buyers or light users of the category.

These metrics complement our performance-focused measurement, helping us understand what’s working and what’s not, especially from a sales perspective.

At the time, we were looking for a turnkey solution, and that’s where AudienceProject came in as a partner who could give us actionable insights now without requiring a huge transformation in our organisation.

What would you say are the biggest challenges advertisers are facing right now?

There are a few major ones. First off is channel fragmentation. There are so many platforms and touchpoints now, and how people engage with each one varies, which is reshaping how we look at traditional media.

The second biggest challenge is measurement. Especially in newer or emerging channels, it is hard to get an equitable, apples-to-apples view.

The third challenge is the regulatory environment. Navigating privacy regulations is becoming increasingly complex due to different rules in every market, increased scrutiny, the spread of misinformation online, and the broader geopolitical climate.

How does our partnership support you in providing valuable insights?

With AudienceProject, we can measure the reach and frequency of our cross-media campaigns, in-flight and post-campaign. We can combine these insights with other data points from our agency’s planning and buying platform, helping us understand how many consumers we reach and how many times across all campaign channels.

This is really valuable as it provides us with unique insights into which channels are most efficient at reaching our audiences, which helps us understand where to spend less and where to spend more to get the most value from our advertising budgets.

For us, it is also a natural step to keep expanding our partnership with AudienceProject. We want to take our understanding of cross-channel reach even further, and AudienceProject has been very flexible and open to defining with us how we can evolve our partnership and the product to meet our needs.

In particular, we are now looking at ways to align more precisely with the audiences we want to prioritise, so the insights we gain drive our decision-making regarding media investment.

What’s one big prediction you have for the media world this year?

One of the things that I believe we will see is the surge in advertiser spend, especially in commerce with all the upcoming shoppable ad formats. This kind of innovation will shape the way consumers experience ads, as well as how media owners think about their inventory and user experience.

Want to start your measurement journey?

Learn more about AudienceProject’s cross-media measurement platform by filling out the form below.