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How a Soft Drink Brand Influenced a Hard-to-Reach Audience With Addressable TV

By Peter Topol, VP, Advanced TV Partnerships, NCSolutions

For many CPG brands, growth strategies are aligned with increasing category share, which means winning over a narrow audience that belongs to the competition. To do this, thoughts immediately turn to digital: the most popular platform for getting a personalized message in front of a specific audience. 

But what about that premium TV creative that brands work so hard to develop? Is the only option there to cast a wide net, advertise for reach and hope some of the right people are watching?

To uncover the most effective way to deliver premium television content to the hard-to-reach Hispanic audience, NCSolutions and Xandr tested a theory for a popular soft-drink brand: complement network media buying with addressable TV. 

Check out this case study to see how the two platforms worked together to reach 78% of the target audience and nearly double metrics against brand KPIs for maximal sales impact. 

READ CASE STUDY


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The COVID-19 pandemic caused a significant shift in CPG purchasing habits in 2020 — not just in how much consumers spent, but on what: 47% of Americans indicated they tried new brands and categories since the pandemic began. https://t.co/mmRC7nu7jD #brandloyalty #brandtrial

As consumers hunkered down at home during most of last year, their spending on consumer packaged goods grew an average of 19% in 2020 compared to 2019 https://t.co/mmRC7nu7jD #cpg #grocerytrends https://t.co/VxTYlNSB8e ncsolutions photo