Finecast improved effectiveness and delivered great ROI
The world's leading cancer charity
Cancer Research UK is constantly looking for new ways to grow positive brand feeling and drive continuous giving donations. As devices and channels proliferate, linear TV viewers are shifting their attention to streaming and on-demand TV content.
Increasing consideration and driving donations is more challenging in the charity sector
The Cancer Research UK team believed they could reach audiences more efficiently by placing ads via addressable TV within their existing audio-visual plan.
Providing a single point of access to the highest quality broadcaster content in the UK across all screens
The campaign used multiple creatives to tell the stories of a diverse mix of people, showing clips of real-life experiences of cancer, ranging from diagnosis, to treatment, to getting the all-clear. To understand the effect of these video ads on brand metrics, the team implemented a brand study and compared changes in consideration, brand feeling and donations.
Addressable TV allowed us to add incremental reach to our linear TV campaign, in turn giving us access to lighter TV viewers. Because we can be more focused in our messaging to our target audiences, we can minimise wastage and be much more efficient.
Across econometrics models, Finecast, in conjunction with linear TV, proved to be a highly effective part of the on-demand channel.
This combination delivered exceptional efficiency in driving consideration versus all on-demand suppliers. Compared to display and outdoor, Finecast delivered the best return on investment in securing continuous giving donations.Drilling down into the charity’s premier fundraising event, Race for Life, Finecast emerged as the most efficient c hannel with a better return on investment than search, radio and outdoor.