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M&S documents cross-media reach and brand impact across TV, Meta and online video

Advertiser case
M&S Mark and Spencer case study, the audience woman shopping

Client

M&S (Marks & Spencer) is a leading British retailer bringing exceptional quality and trusted value food, fashion, homeware and beauty products to millions of customers around the world.

Problem

Historically, M&S has mainly relied on TV advertising to reach and impact its audience. However, with media consumption increasingly shifting from TV to digital – especially among younger audiences – M&S wanted to understand how to combine TV, Meta, and online video to drive reach and brand results more efficiently.

Solution

M&S partnered with AudienceProject to measure the reach and brand impact of the campaign, targeting people above 25 years old, using AudienceProject’s cross-media measurement solution.

The measurement gave M&S insights into the reach and brand impact generated by the individual channels, as well as which channels were most efficient at reaching and impacting their audience.

Outcome

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lower cost per reach point on Meta, compared to online video

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lift in ad awareness with exposure on Meta
Advertiser

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lift in ad awareness with exposure on TV and Meta

The measurement showed that Meta was more efficient at reaching the audience than TV and online video.

Additionally, M&S learned that TV and digital work very well together in driving ad awareness.

These insights helped M&S understand how TV and digital compare and complement each other, allowing them to identify media mix optimisations for future campaigns.

Words from our client

AudienceProject has given us valuable insights into how we can combine TV, Meta and online video to reach and impact our audience more efficiently, which is informing the planning of our future campaigns.

Francesca Darvill Media Effectiveness Lead, Marks & Spencer

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