Channel Optimisation
Situation: A major brand was starting to have serious doubts about the effectiveness of its TV advertising program. They sought advice from Media Sense on the viability of transferring activity wholesale into direct and digital channels.
We undertook a review of historical modelling results, interrogated outcomes, examined category behaviour, and reviewed internal sales performance data. We identified key linkages between TV and direct and digital campaign performance. Our recommendation was to continue TV activity but with revised weights and phasing in line with recency planning techniques designed to better leverage the “Brand – Direct/Digital” relationship.
Outcome: The revised pattern of activity led to a sales uplift of 20% on a constant level of expenditure.