Carat Taps Into InnovidXP To Elevate United Airlines’ Conquesting Strategy
Carat, a global branding and integrated marketing agency, sought data-backed insights to help its brand, United Airlines, stand apart from the competition. Specifically, they wanted to understand where other leading airlines were buying linear TV and what their creative message was to ensure their conquesting strategies were on point, and, if possible, over index in spaces where their competition wasn’t showing up.
Working closely with Carat, Innovid’s team set up a customized InnovidXP dashboard featuring competitive intelligence insights. The unique view provided Carat with a share of voice calculation, details on competitive penetration at the channel and program level, what time of day and day of week they were buying, and a high-level linear spend analysis. More profoundly, Carat gained an understanding of United Airlines’ competitors’ creative spot length, what their creatives looked like, and if they had any creative rotations in play.