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A-Z of Addressable: J is for Joy

In the “A-Z of Addressable TV” series, we introduce some of the key terminology, technical aspects, and target audiences involved in addressable TV and explain how they enable advertisers to discover and reach new audiences. From ‘Addressable’ to ‘Gen Z,’ we’ve got you covered.

J is for Joy

What do we mean by joy in the context of TV advertising?

In the world of TV advertising, joy comes from getting positive results and delivering something that makes a real impact. It is always satisfying when a campaign or creative is delivered effectively, efficiently, and successfully to the people that matter.

Whether that is a brand that has never appeared on TV before, toasting the success of a campaign that is increasing awareness among a core demographic. Or a well-known brand managing to tap into a new audience and reap the rewards.

How does Finecast bring joy to clients?

Finecast’s addressable TV solution is designed to meet the needs of brands of all shapes and sizes. That means finding solutions that will create a sales uplift, raise brand awareness, and drive incremental reach. Or, opening brands up to a new world of possibilities when it comes to reaching specific viewers.

But don’t just take our word for it. Here is what some Finecast clients had to say…

On sales uplift

Aperol

“Our addressable TV campaign was a great success and really helped us deliver on our campaign objectives. Finecast helped us deliver our message to the right audience. This, coupled with a high-quality TV environment, resulted in incremental sales and significant uplifts across all brand health metrics.”

Stuart Ayre, Marketing Manager FMCG, Campari

Aperol was looking to recruit new customers and retain existing ones in the highly competitive drinks market and drive incremental sales revenue.

Using Finecast’s sophisticated targeting capabilities and the Finecast All Screen product, Aperol was able to utilise a bespoke Social Connectors audience as well as a Nectar Spirits segment to address customers who are likely to be buying the Aperol product and reach them across all screens.

Read the full story here.

On incremental reach

BMW

“TV is the strongest channel for BMW to drive leads and enquiries and replicating this in a more targeted environment is the reason why “Finecast has become indispensable for our VOD plans.”

Fiona Jones, Brand Communications Manager, BMW UK

In an increasingly fragmented TV landscape, and a competitive autos market, BMW wanted to maximise the reach on their campaign in the most cost-efficient way to raise awareness and consideration amongst “hybrid/electric intenders” and increase test drives of BMW plug in hybrid electric vehicles. They wanted to understand if using Finecast achieved buying efficiencies and drove brand uplift.

Using Finecast’s sophisticated targeting capabilities and the Finecast ‘Total TV Measurement’ solution, BMW were able to create a “hybrid intenders” audience and deliver 100% of their impressions in what is the most impactful and engaging environment – the TV screen.

Read the full story here.

On being new to TV

Crosta & Mollica

“We saw an immediate effect to our MoM sales during the campaign launch. As broader awareness within our target audience grew over time, we enjoyed a compounding lift in sales that endured beyond campaign close. Validating TV’s strength in Adstock.”

Paul Vita, Marketing Director, Crosta & Mollica

Crosta & Mollica is deliciously simple, authentic, Italian food. In a competitive category that offers multiple premium brands for the same usage occasions, their product range has cut through to bring the best of Italian food to kitchens and tables everywhere.

Whilst this New to TV brand’s distribution scaled, their media strategy needed to keep pace and they needed a solution that could deliver the power of TV, with the precision of data-driven digital targeting.

Read the full story here.

On regional audience targeting

Hillarys

“Using Finecast, we were able to target the right customer with our creative – reducing wastage and ensuring only the relevant consumers were exposed. The uplift study also helped to reaffirm the creative decisions we had made and gave us the confidence to invest further into video-on-demand platforms in order to change the perception of the brand.”

Chris McKay, Head of Brand Engagement at Hillarys

Hillarys is the UK’s leading made-to-measure window specialists, producing blinds, curtains and shutters for more than 50 years.  They wanted to position themselves as good value for money and drive brand awareness and consideration with their target audiences.

Using Finecast’s sophisticated targeting capabilities and the Finecast All Screen product, Hillarys were able to create a bespoke audience and reach them across all screens.

Read the full story here.

On brand uplift

Isuzu

“We are delighted with the performance of the All-New Isuzu D-Max launch campaign ‘Driven to do’ using Finecast. With the objective of cutting through the noise in the market and having a much smaller budget than our competitors, the addressable commercial enabled us to reach our target audiences whilst driving brand awareness for Isuzu and our All-New D-Max. This approach proved both highly effective and impactful.”

George Wallis, Head of Marketing, at Isuzu

Isuzu wanted to make a lot of noise with their launch while working with a budget that wouldn’t allow for mass targeting at scale and to stand out, resonate and cut through with audiences in the very comms-crowded pick-up market where the auto purchase journey grows increasingly more digital.

Using precision targeting capabilities, Finecast was able to build fully bespoke audience
segments for Isuzu’s ‘Do-ers’ audience and deliver 100% of their impressions in what is the most impactful and engaging environment –the TV screen.

Read the full story here.

For more information on how addressable TV can work for you, get in touch via the form below. And catch up on the full A-Z series to date here.

 

 

 

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