Webinar Recap: Optimise your marketing mix with AudienceReport

The increasingly fragmented and privacy-focused media landscape challenges advertisers’ ability to get an overview of their campaign performance and determine where ad budgets are spent most efficiently.

In this webinar, our Head of Customer Success, Amalie Schjønning, and VP Product Management, Aske Østergård, presented how AudienceReport can help you make confident marketing decisions and reach your audience more effectively.

Am I spending my ad budget wisely?

Most advertisers ask themselves whether they are spending their ad budget wisely. A study by Oxford University has revealed that the average campaign could be 2.6x more effective with a different marketing mix. This suggests that the answer is probably no, but it also shows great potential for optimising campaigns and improving their effectiveness.

However, today’s advertisers have to navigate an increasingly fragmented media landscape with new channels constantly emerging and most often rely on siloed campaign reports for each channel. This challenges their ability to understand how each channel contributes to the total campaign performance, putting them in the dark about where to optimise.

This is why we have spent the past many years building AudienceReport – an audience measurement platform that allows advertisers to measure their campaigns across the open web, social media, CTV and linear TV – now and in the future.

Starting Fruityloops’ measurement journey

In the webinar, Amailie Schjønning gave a guided tour of AudienceReport using a campaign report from Fruityloops – an imaginary fruit service delivery – to showcase which insights you can get with the platform and how to use the insights to optimise your marketing mix.

Fruityloops is expanding into new markets, including Germany, and based on their experience and success in their current markets, Fruityloops knows that their target audience is females between 25 and 44, representing 25% of the German online population.

The brand has run a campaign across Meta, YouTube, programmatic and CTV to gain a presence in the German market and wants to maximise the reach in its target audience and improve how accurately they reach it.

Optimising for improved accuracy

When looking at the overall campaign performance, Fruityloops can see that the on-target percentage is 71.9%, meaning that 71.9% of the people exposed to the campaign were in the target audience. This translates into a hitrate of 2.87, meaning that the campaign was 2.87 times more accurate at reaching the target audience than if it was reaching an average representation of the online population.

When diving deeper into the details of the campaign’s hitrate, Fruityloops can also see if their in-flight optimisations have had a positive or negative impact on the accuracy of the campaign. In this case, the campaign had a hitrate of 3.11 in week 1, which decreased to 2.87 over the following weeks. This shows that the changes made in week 1 negatively impacted the campaign’s accuracy. Fruityloops’ campaign manager added CTV and programmatic to the marketing mix after week 1, indicating that these channels are less accurate in reaching the target audience.

In conclusion, Fruityloops learned that there is an optimisation potential for the programmatic and CTV placements. The brand could allocate more budget to the CTV targeting strategy with the best hitrate and move some budget from programmatic to other channels that are more accurate at reaching their target audience.

Optimising for maximum reach

The 3-week campaign reached 12 million people in Germany, of which 71.9% were in Fruityloop’s target audience, translating into 8.6 million people reached in the target audience. This means that the campaign reached almost 60% of the target audience in Germany.

When looking at how the different channels contribute to the overall campaign reach, Fruityloops can see the following:

When optimising for maximum reach in the target audience, Fruityloops can take action on these insights by allocating more budget to the channels with the highest contributed reach and the lowest frequency. In this case, Fruityloops could move some of the programmatic budget to YouTube and CTV, as YouTube has the highest contributed reach and CTV has the lowest frequency.

Another optimisation strategy could be investigating how reach builds up over the campaign period and how the different channels contribute to the reach build-up. When doing this, Fruityloops can see that Meta’s reach builds up slower than YouTube’s, suggesting that the campaign is closer to the maximum audience reach on Meta than on YouTube. Fruityloops can, therefore, optimise for maximum reach by moving some of their budget from other channels to YouTube.

Learn more

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