How does a brand generate incremental reach to grow sales without increasing the budget? Two brands, a meal kit firm and a subscription management app, were measured by the Harris Poll Brand Tracker and analyzed using media plan optimizations via Nielsen Media Impact to determine how to resume growth without increasing media budgets.
Key findings:
- A brand needs to create future demand by advertising to that much larger group of consumers who are not in the market and are not ready to buy now but will be in the future to grow.
- To enhance the impact of your media plan, select media audiences who have interest and usage in your category.
- The Harris Poll Brand Tracker reports a meal kit service and a subscription management app generate extraordinary results with podcast ads. TV’s impact is non-existent while AM/FM radio audiences are highly engaged with the brands despite no AM/FM radio ads running.
- To optimize the media plan, maintain podcast allocation and shift TV investment to AM/FM radio.
- Shifting media weight from TV to AM/FM radio increases campaign reach by +16% to +17% at the same budget, according to Nielsen Media Impact. More insite from Westwood One here.
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