The back-to-school season is one the times with the greatest advertising pressure for the Mass Consumption sector. We analyze the campaigns of Cola-Cao, Nesquik, Nescafé, Danone, Milka and Valor with the challenge to of measure their multimedia advertising performance.
September is one of the months greatest advertising pressure for the Mass Consumption sector/the Fast-moving Consumer Goods industry and, specifically, for the Food and Beverage industry. Together with The Cocktail Analytics, Netquest and the Idilia team, we set ourselves the challenge to measure and understand the multimedia performance of the advertising campaigns of six major retailers like Cola-Cao, Nesquik, Nescafé, Danone, Milka and Valor using observational and declared data. Thanks to our technology and that of our partners, we were able to unravel what real exposure to the ad campaigns had been; what each outlet contributed and how the campaigns were perceived, among other data.
Additionally, we were able to combine exposure to these ads with users’ navigation on their mobile devices to the websites of four major supermarkets - Día, Carrefour, Alcampo and Mercadona -, differentiating how they impacted different targets such as frequent consumers or decision-makers.
Lastly, after analyzing all the campaign, we reached different conclusions regarding best practices when it comes to generating a multiplier effect in coverage, or the quality of the targeting done by advertisers.
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