A large CPG brand has been investing in digital tactical media placement services through various online media trading exchanges as a large focus of their marketing campaigns. Brand’s buying decisions have been primarily based on Nielsen’s Digital Ad Ratings (DAR) and standard media metrics such as cost per thousand impressions, cost per click and click through rate (CPM, CPC, CTR). They weren’t sure if they should keep spending on these benchmark metrics (bought from Nielsen) or forgo them.
In this case study you’ll learn:
- What is more effective? Nielsen DAR metrics or standard media metrics?
- Which metrics they ended up utilizing for overall buying efficiencies
- The outcome of focusing their KPIs across channels
“Kvantum helped us reduce the media waste by prescribing the ranges for key metrics to optimize the key conversion outcomes for campaigns. Though our agency did not implement what Kvantum proposed as best case, we all came out much more informed about our measurement philosophy.”
Senior Director, Integrated Media Planning
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Tags: Nielsen’s Digital Ad Ratings (DAR), CTR, CPM, CPC, KPIs, Benchmarking, Media Metrics, Media Buying,