Case Study
Co-op’s CTV campaign connects with community-minded customers
“Quantcast CTV revolutionized the way we understood brand impact in real time. Getting immediate feedback on a campaign is a real advantage of connected TV compared to linear, and Co-op was really happy with the brand recall survey results. CTV offers incrementality, which is key, especially in the face of TV inflation. Co-op efficiently achieved mass reach and impactful frequency with the added bonus of brand uplift.”
Rebecca Cusack, AV Account Director, Carat
Lift in ad recall
Co-op is one of the world’s largest consumer co-operatives and is owned by millions of UK consumers.
Industry
Retail
Brand
Co-op
Product
BLL, CTV, Quantcast Advertising Platform
Challenge
Co-op was looking to identify and reach relevant audiences to increase brand awareness, using high-impact video formats to drive their ‘giving back to the community’ message in a connected TV campaign. For this connected TV campaign, their primary goals were increased reach, completion rate, and brand lift.
Solution
Co-op and Carat leveraged Quantcast’s Interest-Based Audiences (IBA) to build and find their desired audience. Co-op used a predetermined list of keywords for this CTV campaign, to reach family-oriented shoppers who care about giving back and supporting local charities, vendors, and organizations, with their emotive and inspiring video advert. To evaluate success, Co-op used Brand Lift Live by Quantcast™, asking: “Do you recall seeing an ad for Co-op on a streaming device in the last 7 days?”
Results
The campaign delivered impressive results and reached the desired campaign goals. The response to their Brand Lift Live question was very positive with a 15% lift in the audience recalling the ad. With this campaign, Co-op was able to reach and attract in-market audiences at scale and more clearly understand the nuances and gain insights between audiences across seasons to empower effective advertising.
The Partnership
