Due to the explosive growth of online technology, today’s consumer and their media consumption habits are far more complicated than ever before. Currently, more than half of TV audiences also watch video online, with the average U.S. consumer spending seven hours per day consuming screen media. This leads to a complex patchwork of overlapping device experiences that makes it difficult for advertisers to determine the best way to target specific demographic groups.
However, as seen through a recent campaign with insurance leader Allstate, Collective’s TVAccelerator product is providing a way for advertisers to manage today’s media and technology tangle to drive targeted reach by using consistent, anonymized consumer data across platforms to determine the most effective combinations of TV and digital.
CASE STUDY: ALLSTATE
In 2011, the insurance brand was running a campaign aiming to reach adults ages 25-54. Similar to the overall insurance category, they had invested heavily in TV advertising, ultimately achieving 70 percent reach to that demographic. One of the goals was to see how those exposed to the ads could be further influenced to take action of going to the company’s related website or searching the brand to become a “brand explorer:” the defined term for potential customers who visit and engage with the company’s website as a result of this ad campaign.
Collective approached Starcom/Allstate with a unique solution to reach brand explorers. Our TVAccelerator product helped to determine optimal reach and frequency mix of online advertising, to efficiently round out a campaign and drive the desired action, in conjunction with TV.
Allstate provided its upcoming TV schedule to Collective, and based on that information, the company created a custom TVAccelerator segment designed to reach those adults who were the most likely to see the company’s ads on traditional TV screens.
Collective then served those ads across the web, targeting this custom segment. We further analyzed varying levels of exposure among light, medium, and heavy TV viewers and the optimal online exposure at each segment.
The greatest lift in garnering Brand Explorers was achieved through a combination of exposure to TV and online, at 76%. This was 5% greater than those just exposed to TV, delivering well over 100,000 potential customers to the site. Furthermore, the Allstate/Collective TVAccelerator campaign and research methodology helped identify a new cross-platform frequency mix, 1.5x more effective than the original plan, serving as an input into future planning.
At present, Allstate is working with Collective to leverage TVAccelerator not only to continue to reach consumers through the product, but also utilize the product’s proprietary insights to guide their entire media planning process for 2013.
