Anheuser-Busch Benefits From 45% Decrease In Cost Per Unique Reach With Innovid Insights

ABI Case Study

Goal:

The ability to accurately report connected TV (CTV) household impression delivery, reach and frequency is imperative for marketers, but this is just the first step. In order to take full advantage of the CTV opportunity, marketers are looking for solutions to make data-backed optimizations during live campaigns. Anheuser-Busch wanted to do just that – find a solution that allowed them to go beyond standard impression insights and validate their planned reach and frequency, while also improving their overall cost efficiency across CTV publishers.

Innovid Solution:

In coordination with The Trade Desk, Anheuser-Busch ran a programmatic campaign for Michelob Ultra across twenty-six CTV publishers, utilizing Innovid as their primary ad serving and measurement provider.

Optimizations:

Throughout the campaign, Innovid Insights provided Anheuser-Busch with unbiased reporting which allowed them to make sophisticated campaign reach, frequency, and media cost-efficiency optimizations.

Anheuser-Busch specifically evaluated success on the following:

Validation: Using the insights, they were able to collaborate with The Trade Desk and CTV
publishers to adhere to their planned household reach and frequency goal.

Efficiency: From a cost perspective (CPM), Anheuser-Busch gained visibility into which CTV publishers provided the most effective total and unique reach.

Outcome:

Innovid Insights enabled Anheuser-Busch to manage frequency, drive unique reach, and reduce cost inefficiencies across their programmatic buy in-flight resulting in:

88% Unique Household Reach¹

2x Average Household Frequency

45% Decreased Average Cost Per Unique Reach³

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¹ Unique Household Reach: Total number of households reached by a Publisher in which no other CTV publisher reached

² Unique Reach Efficiency: A publisher’s overall effectiveness in reaching unique households against the impressions delivered

³ Cost Per Unique Reach: The cost per 1,000 unique households.

 

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