Solutions Solutions Made To Measure

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

Visualize

and manipulate data to compare success across local markets through a variety of metrics.

Uncover

opportunities for cost savings by understanding where the brand is over or underinvesting across digital and linear mediums.

Achieve

incremental reach across local markets in the first four weeks of the campaign.

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.

The setup

As the world’s first and America’s best-selling facial tissue, Kleenex develops products that meet their consumers needs for comfort, reassurance, and quality. Part of the Kimberly-Clark family of brands, Kleenex communicates with their audiences through meaningful and personalized advertising that resonates when and where it matters most.

Kleenex, in partnership with Mindshare, wanted to capitalize on the Cold ‘N Flu season by generating incremental reach outside of linear via their programmatic media. By leveraging VideoAmp’s TV Viewership Segments, the brand was able to activate custom exposure segments through data-driven digital targeting, and receive granular cross-screen insights to ensure reach of the right  audience at optimal frequency.

Ultimately, Kleenex was able to successfully achieve their business objectives of driving incremental unique household reach across digital, while generating over $200K in media value within a single month.

Goals

Drive

awareness of the brand and their latest product offerings during a critical buying window.

Increase

unique reach across the brand’s data-driven digital buy, leveraging a combination of purchase-based and demographic audiences.

Achieve

cost savings by way of reducing duplicated reach across linear and digital mediums.

Approach

Establish

A baseline in the first four weeks of the campaign to understand how the media plan reached the brand’s demographic and data-driven audiences across screens.

Activate

Custom suppression segments using VideoAmp’s commingled TV viewership data to remove households that were exposed to the brand’s linear messaging over the first four weeks of the campaign.

Measure

The impact of mid-campaign optimizations to validate the use of suppression segments for driving incremental reach across the brand’s digital buy.

The setup

Jaguar Land Rover wanted to capture drivers’ attention during two sales events across North America — Jaguar’s “Unwrap a Jaguar” and Land Rover’s “Own the Adventure” — with dynamic video creatives showcasing the new models.

Jaguar Land Rover’s agency, dentsu X, in partnership with VideoAmp, achieved a high-performance campaign reaching in-market luxury vehicle shoppers across a TV and digital audience at the local DMA level, efficiently and effectively.

VideoAmp’s discovery tools laid out inventory opportunities, behavioral attributes and an updated competitive set to reach Jaguar Land Rover’s audience cross-screen while serving within premium full episode player (FEP) environments only.

This strategy yielded a more qualified audience of consideration-stage consumers, granular insights about the audience and delivered nine million unique users incremental reach to the total campaign.

Goals

Identify

Drivers in-market for a new luxury vehicle within the Jaguar Land Rover audience.

Create

An immersive digital ad experience to complement TV advertising initiatives that resonates with the audience.

Achieve

Incremental reach and exceed VCR and viewability benchmarks.

Approach

Develop

Advanced audience sets that combine TV exposure data with advanced digital datasets to identify Jaguar Land Rover intenders.

Maximize

Campaign reach at the local DMA level and control for frequency across TV and digital while exceeding performance KPIs.

Measure

Across TV and digital to target and reach the same user across multiple devices and channels while managing the frequency of ad exposures at the unique user level.