Customer success story: Kia Denmark extends net reach in target audience with redistributed ad budget

AudienceProject’s cross-media measurement has provided us with valuable insights into the total and incremental reach of our campaigns, helping us optimise our media mix and reach our audience more efficiently.

As an automotive company, linear TV is crucial for building reach. However, with the changing media consumption behaviours, Kia Denmark wanted to test if moving some of its ad budget from linear TV to digital TV and YouTube could positively affect the net reach in its target audience.

To get an understanding of this, Kia Denmark partnered with its agency, Hilmar & Høgsberg, and AudienceProject to measure a series of campaigns with an increased budget for digital TV and YouTube.

By using AudienceProject’s cross-media measurement solution, Kia Denmark was able to get a comprehensive overview of its campaigns’ performance, including the total and incremental reach across the channels.

This provided Kia Denmark with valuable insights into how each channel contributes to the total reach, allowing the automotive company to optimise the frequency on digital TV and YouTube and keep the total frequency across the channels down.

The measurement of the campaigns showed that digital TV and YouTube contribute significantly to the net reach in the target audience.

Though Kia Denmark increased the ad budget for digital TV and YouTube on the four campaigns, the two channels only constituted around 30% of the total ad budget in these campaigns.

However, for the four campaigns, the net reach in the target audience increased by up to 73%, clearly showing that the increased ad budget for digital TV and YouTube helped Kia Denmark reach its target audience more efficiently.

Besides extending the net reach in its target audience with the redistributed ad budget, Kia Denmark also achieved a more balanced reach in its target audience with a significantly higher reach among 25-40-year-olds.

Finally, and most importantly, the insights helped Kia Denmark derive valuable learnings on how to allocate its ad budget more efficiently going forward.

On the results of the measurement, Kenneth Steel, Marketing Director at Kia Denmark, says: “AudienceProject’s cross-media measurement has provided us with valuable insights into the total and incremental reach of our campaigns, helping us optimise our media mix and reach our audience more efficiently.”

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