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AudienceProject measurement helps Universal Pictures and EssenceMediacom identify media mix optimisations to reach and impact their audience more effectively

Advertiser case

Client

Universal Pictures creates and distributes theatrical and non-theatrical filmed entertainment. For almost a century, Universal Pictures has been known for its diverse slate of films and achieved both popular success and critical acclaim with Academy Award-winning films.

Problem

For the promotion of Argylle, a new spy action comedy film, Universal Pictures UK ran a cross-media campaign across Meta platforms and linear TV.

Universal Pictures wanted to reach 18-44-year-olds in the UK and increase their awareness of the film and consideration for watching it in the cinema.

Solution

Universal Pictures UK partnered with EssenceMediacom and AudienceProject to measure the reach and brand impact of the campaign using AudienceProject’s cross-media measurement solution.

The measurement gave Universal Pictures UK insights into the reach and brand impact generated by the individual channels and the channels combined as well as insights into which channels were most efficient at reaching and impacting their audience.

Outcome

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more efficient reach on Meta platforms compared to TV

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lift in brand awareness with exposure on Meta platforms

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lift in consideration with exposure on Meta platforms

The measurement showed that Meta platforms not only contributed to the majority of the total reach but that they were also significantly more efficient at reaching Universal Pictures’ audience compared to linear TV.

In addition, the measurement showed that both Meta platforms and linear TV generated significant lifts across brand metrics, including brand awareness and consideration, with Meta platforms being the most efficient at lifting people in the audience.

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

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