Consumer Electronics

AOL Advertising finds light TV watchers for new electronics launch

A leading consumer electronics firm noticed many of its customers were watching less TV than before, which left them wondering, "Should we change our media mix?" They posed this question to AOL Advertising. Our recommendations helped them get more for their dollar.

Challenge

A global leader in consumer electronics teamed up with AOL Advertising to determine the best use of their advertising budget for the launch of a new device. They saw that their core consumer was watching less television but wanted to reach them efficiently in other media.

Solution

AOL Advertising ran a cross-media optimization program for the client to:
Ascertain the reach and frequency their existing TV-heavy schedule was delivering among the 18-49 audience
Deliver a media schedule that would find the lowest TV-watching quintiles in other media
Optimize mix to boost reach and frequency without increasing the existing budget

Results

AOL Advertising helped the client understand that by optimizing their existing media schedule to increase online budget, they could reach their target audience more effectively. By reallocating their media budget and taking online spend to 21%, the client could:
Reach 91.5% of the target audience and connect with additional consumers who are not heavy TV users
Increase GRPs at the same value