General Mills boosts incremental reach while maintaining VTR

The secret to a successful consumer goods campaign is finding the right mix of reach and precision. See how General Mills improved their reach without compromising performance metrics using cookie-free data.

Campaign Goal

Use video and display to increase awareness for a line of international cuisine products and meet or beat viewability and video completion rate benchmarks.

The Challenge

General Mills needed to drive awareness for its Old El Paso line of Mexican-inspired food products in Switzerland. Foods in the CPG/FMCG category face numerous challenges, from the number of competing products on the market, to the increasing popularity of meal subscription services and channel shift—consumers visiting retailers less and now discovering and purchasing more staples online.

Reaching this audience at the scale needed for a consumer brand is challenging. Contextual and other audience targeting strategies lack the scale to drive unique reach within the target group and extending reach often compromises performance – lower viewability, poorer video completion.

“The use of Digiseg extended the reach of the campaign to users in the cookie- less universe, which is growing fast and we can’t reach with other targeting.”
Frank Trusch, Senior Consultant Campaign Management, Xaxis

The Solution

Working with with Mindshare and Xaxis, General Mills created a comprehensive campaign designed to maximize reach. Relevant contextual segments were selected, and, for the first time, Digiseg’s household characteristic segments were also selected.

 

The Results

By including Digiseg audiences, Xaxis and General Mills drove incremental reach while maintaining a high VTR. Reach on high quality inventory increased by 15%. This extended delivery beyond what contextual alone could provide.
In Copilot, GroupM’s AI technology for optimizing media investments, ad formats with Digiseg’s household data were among the top 5 performers with a VTR of 75 and 80 percent for different ad formats.

Boost engagement – Increase viewability – Drive conversions – Deliver ROAS.

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