In the Consumer Packaged Goods (CPG) industry, marketing to key customers, maintaining brand loyalty, as well as reaching new customers efficiently are key challenges. A major CPG company engaged Neustar to help them understand how often they were reaching their customers online and if they needed to serve more or less ads to influence a sale.
The Neustar Media Intelligence Platform™ (MIP) enables optimal reach and frequency across all inventory providers in a single view, providing answers to questions such as:
- How many times am I reaching my customer?
- Am I reaching my customer too many (or too few) times?
By leveraging the Neustar MIP to assess the reach and frequency across all inventory providers, the client was quickly able to detect an inventory provider serving impressions 3.7x above the campaign average and take action by instituting a frequency cap. Eliminating the impressions served above the optimal frequency enabled the client to drive more reach at a lower cost.
- 88% increase in unique users reached
- 76% decrease in cost per unique (CPU)