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Boots adds cross-media clarity to make marketing mix modelling more actionable

Advertiser case

Client

Boots is the UK’s leading health and beauty retailer and a long-term partner of AudienceProject. With significant ongoing investment in brand-building media across digital channels, Boots has worked with AudienceProject for the past three years to measure and optimise the reach and impact of its campaigns through independent cross-media measurement.

Problem

Boots uses marketing mix modelling (MMM) and geo testing to understand overall media ROI, but needed a clearer way to connect high-level ROI insights with actionable media planning decisions and in-flight optimisations

While MMM provides a strong view of total performance, it does not show how reach is building across channels or whether additional investment is generating incremental reach or excess frequency.

Solution

Boots partnered with its agency and AudienceProject to incorporate cross-media reach and frequency measurement into its media planning and optimisation.

Using AudienceProject’s SaaS platform, Boots gained a deduplicated view of reach across linear TV and online video, helping the health and beauty retailer understand how different channels work together rather than in isolation. Reach overlap visuals helped Boots identify where audiences were unique, where channels overlapped and where investment was adding genuine incremental reach.

The insights were also used to build a stronger evidence base across campaigns, giving Boots greater confidence in future media decisions and helping the health and beauty retailer focus on the metrics that mattered most: reach, frequency and incremental contribution.

Outcome

The analysis gave Boots greater confidence in how video investment was contributing to total campaign reach. By gaining a clearer view of unique versus duplicated reach across linear TV and online video, Boots could better understand how each channel was contributing to overall campaign delivery.

In particular, a Christmas campaign revealed that online video was reaching audiences that linear TV was not, demonstrating genuine incremental reach among audiences otherwise not exposed through linear TV.

By adding cross-media measurement insights to the measurement framework already in place, Boots was able to enhance its performance reporting into a more action-oriented model that improved spend efficiencies, including shifting 15–20% of its budget based on evidence-based insights.

Words from our client

Cross-media measurement gives us the clarity we need to make better-informed media investment choices. It gives us a big ‘why’ regarding channel mix, because only AudienceProject can show us where we are actually reaching our customers and the extent to which our ad spend is being effectively invested. Being able to move budgets on the fly has been truly game-changing.

Peter Grant Media Director, Boots UK

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