CPG Brand Case Study alphonso.tv
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CPG Brand Case Study alphonso.tv
01
The Challenge. Brand
A CPG Brand was being outspent by its largest A
competitor (Competitor A) on TV, especially for its
specific target audience. Competitor A advertised
heavily on the Food Network, FYI Network, the Cooking B
Channel, and other female-skewing network like
Hallmark and Bravo. Staying top-of-mind for this core
audience required more effective reach and frequency
C
for the CPG Brand.
BET
E!
Freeform
OWN
Lifetime
Bravo
Hallmark
Nick2
Nickelod...
Lifetime...
CBS
NBC
TLC
MTV
FYI
TVLand
ABC
A&E
FX
USA
VH1
Animal P...
Telemun...
Cooking
Food
HGTV
TBS
FOX
FXX
UNIMAS
AMC
CMT
CNBS
CW
Competitor B
Competitor D
Competitor C
CPG
Competitor A
02
Analysis. Martin
20/20 on ID
Brand A B C
All About the Benjamins
Married at First Sight
Competitor A’s ads aired mostly on sitcom, PAW Patrol
food, and reality shows Ridiculousness
Oprah: Where Are They No...
20/20 on OWN
Chrisley Knows Best
E! News
• CPG Brand ads aired on sitcom, family & talk shows George Lopez
Harry Potter and the Gobl...
• Competitor A aired the majority of TV ads on food Last Man Standing
shows, syndicated sitcoms, and reality shows Mirror Mirror
The Golden Girls
The King of Queens
• Competitor C also aired on syndicated sitcoms Below Deck Mediterranean
George Lopez and The Fresh Prince Bring It!
Dr. Phil
Friends
Grey's Anatomy
I Love Lucy
Kitchen Nightmares
Late Night With Seth Meyer...
Nanny McPhee
Reba
Say Yes to the Dress
The Fresh Prince of Bel-Air
The Real03
The Plan.
(Increase Reach) Complement
Own Ad Own Ad
Complementing TV with Targeted Digital
Video
(Increase Frequency) Conquest
Despite not being the biggest spender on TV,
Alphonso enabled the CPG brand to (1) increase
frequency by complementing audiences exposed to
its own brand’s TV ads with video ads, (2) increase
reach by conquesting audiences that saw competitor
TV ads, and (3) further increase reach by targeting
audiences that were watching select prime time
shows.
Competitor Ad Own Ad
(Increase Frequency) Content (Prime Time)
Primetime Viewers Own Ad04
Results.
Impact of Targeted Digital Video
8.8%
79% Video completion rate
Lift in Purchase Intent
10.2M Video impressions
7.3%
1.2% CTR
Lift in Likelihood to
Recommend05
Insights.
Driving Consideration for CPG Brand Alphonso can hep build higher share of
through Mobile and Tablet Delivery. voice on under-invested TV networks on
mobile, by showing ads to specific
network audiences – in this case the
Food Network, FYI Network, the Cooking
The campaign generated 8.8% lift in Channel, Hallmark and Bravo
purchase intent and an increase of 7.3%
in likelihood to recommend.
Next: Understand offline sales impact
through Closed Loop Attribution,
measuring in-store sales of audiences
Alphonso reached audiences for the CPG
exposed to TV advertising
Brand during lunch time and prime time to
complement the daytime TV schedule.
Contact Alphonso Email Silicon Valley NYC
sales@alphonso.tv 321 Castro Street 315 W 36th Street
to learn more. Mountain View, CA 94041 New York, NY 10018You can also read
