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Featured Case Studies

General Motors, Carat and Paramount Drive Efficiencies and Outcomes Across Platforms with New Currencies

The Setup

As advertisers look towards a future of more actionable outcomes, networks and agencies are taking more innovative approaches to meet this goal. Paramount and Carat have been at the forefront of these industry changes by exploring, piloting and building solutions to demonstrate the advancement of advertising with new currencies across platforms.

The network and agency, in partnership with General Motors, defined an advanced Chevrolet audience utilizing Carat’s agency network proprietary data and identity platform, M1, expressed as OpenIDs in partnership with OpenAP, that enabled cross- platform measurement. Using this approach, VideoAmp provided attribution measurement to measure campaign effectiveness. The Carat team planned against the M1 audience in DELTA, their Advanced TV product powered by VideoAmp’s cross-platform measurement and currency-grade viewership dataset, while Paramount activated the M1 audience in Vantage to optimize and guarantee total reach across platforms.

In partnership with these stakeholders, VideoAmp served as a measurement dataset to facilitate a transparent and guaranteed transaction across network, agency and advertiser.

Goals

Create

Consistency in data, process and measurement, tied to an advanced audience across platforms.

Optimize

Publisher, buyer and measurement workflows on a new currency across platforms.

Carat

To validate investment decisions during planning and execution phases, focusing on optimal channel and partner mix in order to maximize audience reach.

Paramount

To curate programming that attracts valuable, monetizable viewers, who are engaged and return frequently across multiple viewing platforms, and build advanced advertising products to maximize potential impressions and revenues.

Approach

Utilize

DELTA and Carat’s M1 Advanced Audience Segments to outperform on conversions.

Maximize

Reach using a combination of linear and digital media via Paramount’s Vantage and EyeQ.

Leverage

VideoAmp’s currency-grade measurement dataset to facilitate audience guarantees between all parties across platforms.

/  Duracell Powers Advertising Efficiencies Across Platforms

The Setup

As the leader in the primary battery market in North America, Duracell products are at the heart of devices that connect, protect, and simplify the lives of their consumers. Since its inception in the early 1940s, the company has become an iconic personal power brand, trusted for compact and longer-lasting batteries.

In partnership with their advertising agency, Mediacom, Duracell needed an infrastructure that could more strategically uncover ways to optimize their media spend across channels. VideoAmp worked with the brand to create a hybrid solution that satisfied two needs: capture market share by identifying audiences beyond age and gender to reach incrementally, and create a measurement baseline to test the efficacy of multiple strategies within the VideoAmp platform.

This test and learn approach afforded the brand and agency an opportunity to better understand how their media strategy was performing, and what optimizations could be made across their linear and digital buys. Measurement was extended beyond linear to digital partners including ViacomCBS, Discovery, FOX, CW, Amazon, YouTube and Facebook, providing a more accurate representation of partner performance.

Goals

Approach

Build

Advanced audiences based on attributes such as gaming and parents of children, using VideoAmp’s commingled TV viewership data.

Optimize

Targeting parameters and cross-channel strategies to seize competitive whitespace and increase incremental reach.

Measure

Effectiveness of linear and digital media on maximizing advanced audience reach & business impact with a test and learn approach within the VideoAmp platform.

/  Jack in the Box Answers the Cravings Call with Local Measurement

The setup

In a crowded QSR market of competitors replicating each other’s successes, Jack in the Box knows who they are, and really lean into it. As one of the nation’s top fast-food burger chains with over 2,200 quick-serve restaurants in the U.S. and Guam, Jack in the Box is the convenience their consumers look for when cravings hit, offering one of the largest and most distinctive menus in the quick-serve restaurant space.

In partnership with their agency, Carat, Jack in the Box wanted to better understand the effectiveness of their media investment across channels, screens, markets and partners on both a national and local level. The campaign strategically delivered custom creatives to local markets to more closely align with the brand’s intended audiences while they game, hang, or do their thang. In order to gather a more detailed look at how these markets were performing, and how the brand could scale their success on a national level, the team partnered with VideoAmp to utilize a custom local measurement report.

The hyper targeted campaign reached 21.47M households across linear and digital channels. Whether audiences were looking to “pop off” or become “Breakfast Famous”, Jack in the Box successfully extended awareness for new menu items to core audiences on streaming and premium entertainment environments.

Goals

Approach

Develop

Custom reports with new interactive features to enable the brand to see reach and frequency, based on impressions and households, allowing for comparisons across channels at the local and national level.

Measure

Effectiveness on a local level, uncovering how custom tailored creatives were performing amongst those audiences.