How The Athlete’s Foot used programmatic TV buying to increase sales
The Athlete’s Foot wanted to raise awareness and sales for the Asics Nimbus shoe model during a three-week exclusive selling window. The target audience was identified as ‘fit-for-lifers’ – those who genuinely engage in active pursuits, as opposed to those who wear active wear to brunch.
Background
TAF wanted to connect with its audience via television and tasked its media agency, Initiative for the same. However, the high cost of TV placements would have restricted their ability to reach the audience at scale within available investment. Instead, Initiative looked to leverage the specificity of programmatic buying in the TV environment for TAF’s campaign.
Using TubeMogul’s Programmatic TV solution, it provided new strategic data sets to identify the ‘fit-for-lifers’ audience segment within the male 25-54 demo and execute a TV buy against this audience. Spot placements were monitored daily and optimised to drive delivery against TAF’s strategic target.
Execution
Cadreon utilised the TubeMogul Programmatic TV solution to minimise wastage and reach the ‘fit-for-life’ audience with digital-level granularity, while delivering to a requirement of being present in peak programming.
The PTV product used Nielsen CMV data to create a custom ‘fit-for-life’ segment of individuals who had participated in, watched or attended AFL, Rugby Union, NRL, Soccer, Cricket, Golf or Surfing in the previous 12 months. The TV viewing behaviour of this audience was then identified across all channels and day-parts using TubeMogul’s OzTAM and CMV fused data set.
TubeMogul’s PTV solution proposed a new schedule to most efficiently reach the target audience across channels and dayparts.
Result
The campaign delivered an improvement in TAF’s historical strategic CPM by 25 per cent. There was a 14 per cent higher volume of on-target impressions to the strategic audience than originally forecast and the brand got overage in peak programming including the AFL and less than 15 per cent midnight-dawn.
The data-driven approach also provided a new lens with which to value TV spots and significantly increased the chances of connecting with the right audience – decreasing wastage by over 23 per cent from the standard TV buying demo of P25-54.
Caroline Squire, head of marketing at The Athlete’s Foot said, “Eliminating wastage in our media spend to ensure we are targeting customers with the highest propensity to cross our lease line is a critical part of delivering value to our brand and our franchisees. The performance and flexibility of Initiative’s solution delivered on this objective, along with giving us greater insights into the media habits of our customers.”
There was a +10 per cent higher brand consideration when compared to standard Metro TV for the brand and +19 per cent increase in purchase intent compared to standard Metro TV. Ultimately, the campaign increased YoY sales of the equivalent ASICS Nimbus campaign by 32.7 per cent.
Rob Aoukar, group business director at Initiative said, “On behalf of our clients we consistently strive for high performance. With our Cadreon team, we utilised TubeMogul’s capabilities and we were very pleased with the results achieved. TubeMogul offers many high-performance capabilities and an excellent track record in effectiveness. Going with them on this campaign produced great results for TAF and we were delighted with the outcome.”
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