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

Uncover

incremental audiences beyond traditional demos to extend reach across channels.

Increase

advertising efficiencies and identify TV to digital overlap by measuring more partners across platforms.

Capture

market share by understanding competitor strategy and whitespace.

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.