With the increase in disposable income among the middle-class, spending on beauty and personal products has increased. makeO toothsi therefore wanted to raise awareness and desire for its clear teeth aligners among a beauty-conscious, high-income audience, and drive purchase intent.
Our guest this month is Cécile Douillard. With experience in the media trading, measurement and data, and creative corners of the industry, Cécile has a comprehensive understanding of the addressable TV landscape. In her current role, she oversees the growth of addressable content, helping a wide range of clients capitalise.
Why Addressable TV
Terry's Chocolate Orange partnered with Finecast to generate incremental reach, drive awareness, and increase purchase intent during a crowded Q4.
Sweet Freedom, a natural fruit syrups brand, turned to Finecast to grow brand awareness and consideration while introducing potential new customers to their products. Using Finecast's data intelligence and planning frameworks, Sweet Freedom's creative was delivered to targeted and receptive audiences, resulting in fantastic results for this up-and-coming brand.
The Cotswold Company is a premium home and furniture retailer with 11 stores around England and a strong ecommerce presence which generates a large portion of their sales.The brand first used Finecast in 2021 to improve awareness and consideration as a premium furniture brand. By using a combination of data partners, Finecast built a custom audience of people with interests in home furniture and home improvements, and the results demonstrated Finecast’s ability to build brand awareness.After a successful year of ‘testing and learning’ in 2021, The Cotswold Company wanted to better understand the efficiencies of their marketing budget. Their 2022 activity sought to assess Finecast’s ability to drive consideration and intent.
Cancer Research UK (CRUK) is the world’s largest independent cancer research organisation. Following the Covid-induced disruption of recent years, CRUK planned to relaunch one of its most profitable fundraising pillars: Race for Life (RFL). The end goal? To make this the most locally relevant, national campaign ever. To achieve their goals, CRUK turned to EssenceMediacom, Creative Futures and GroupM Nexus with its cross-channel solution, Unmissable. Unmissable is a GroupM Nexus collaboration that delivers programmatic media at broadcast scale, bringing together the power of Finecast, Xaxis, and Sightline into one cross channel execution, enabling clients to activate a single campaign across broadcaster video-on-demand (BVOD), digital audio, digital out-of-home (DOOH), mobile, premium digital video, and premium display.
Hyperoptic turned to Finecast to raise brand awareness in areas where their service was available and to drive an uplift in interest, enquiries, and ultimately, sales. New to TV advertising, they wanted to deploy their TV budget as cost effectively as possible; this meant delivering their ad only to those for whom their service was available. The campaign was very effective in enabling Hyperoptic to reach their target audiences, drive incremental sales and grow their customer base.
Finecast helped World Vision Australia (WVA) to launch a campaign to reach those who are most likely to give when they see stories of children living in poverty, using a combination of data inputs from Finecast Audience Planner. The campaign drove strong ad recall across all ages, genders and life stage groups, including those over 40 years of age, and significantly high recall was also seen among people aged between 18 and 39 and males.