Webinar Recap: Maximise your reach with channel efficiency insights

The current media landscape challenges advertisers’ ability to get an overview of their campaigns’ performance, in particular which channels are most cost efficient when reaching their desired target audience.

In this webinar, our Commercial Director, UK, Paul Barnard, and VP Product Management, Aske Østergård, presented how AudienceReport can help you make confident marketing decisions and maximise your audience reach based on cross-media measurement.

Maximising reach for Fruityloops

Fruityloops, a fictional fruit delivery company, wanted to launch its services in Germany with a media campaign to maximise reach in the new market. In this case, Aske Østergård gave a guided tour of Fruityloops’ campaign report on AudienceReport, showcasing how the brand can reach its target audience most efficiently.

For the launch of Fruityloops in Germany, the campaign targeted people between the ages of 25 and 50, representing around 9.2 million people within the German online population. The brand knows that if it wants to impact its target audience, it needs to set a frequency of 6 in its campaign across channels.

The brand has run a summer campaign across Meta, YouTube, programmatic, and CTV to increase its presence in the German market. It wants to maximise the reach of its target audience and improve its cost efficiency.

Unlocking incremental reach

In the webinar, Aske Østergård showed how the Fruityloops’ summer campaign reached 30% of the target audience across channels. These results are good; however, they are below the defined goal, so there is optimisation potential, which can be derived when diving into the different insights related to incremental reach.

In AudienceReport’s brand new venn-diagram – reach in target group overlap – Aske Østergård explored how the reach was distributed across channels in the campaign. In this case, Meta contributed 11.8%, YouTube 14.8%, and CTV 10.6% of the total reach.
There is a reach overlap of 3.3% between Meta and YouTube, meaning that a part of the audience was reached in both channels and that Meta contributed to 7.1% incremental reach.

To optimise the incremental reach, Aske Østergård investigated which channels were more cost efficient. In the Fruityloops campaign, the CTV placements are the most expensive ones, so the advertiser can reduce or stop allocating budget to CTV, and shift it to the other channels.

Optimising for reach in target audience

When looking into the individual channels’ cost versus targeting accuracy, Aske Østergård identified further optimisation options for Fruityloops. First, we dive into the investment breakdown table, where we see that Meta is the cheapest channel for delivering impressions within the target audience.

However, Meta is more costly at generating incremental reach due to its high frequency. In this particular example, Meta is less accurate at reaching the target audience. This means that the customer should consider allocating some of Meta’s budget to other channels that are better at generating incremental reach and reaching the target audience most efficiently.

Another optimisation option can be derived, when looking into the new total and incremental reach in the target audience by age group graph. In this chart, Aske Østergård showed how accurately each channel reaches the target audience. From this, Fruityloops learns that the programmatic placements deliver much reach outside of the target audience. Therefore, it would be a good idea to reallocate the budget from programmatic to other channels that are more accurate at reaching the audience, like YouTube.

In conclusion, Fruityloops learned that there are three key optimisation steps they can take to maximise their campaign reach in a cost efficient way:

• Reduce or stop the investment in CTV
• Reallocate budget from the Meta and programmatic placements into YouTube
• Continue the investment in the YouTube placements

Learn more

If you want to learn more about maximising your reach with AudienceReport, you can watch the webinar in its full length below. Enjoy!