AudienceProject measurement helps Kia Denmark document a significant increase in net reach with a redistributed ad budget

Advertiser case

Client

Kia is the world’s fifth-largest vehicle manufacturer. Today, Kia produces more than 1.4 million vehicles a year at 14 manufacturing and assembly operations in eight countries. These vehicles are sold and serviced through a network of more than 3,000 distributors and dealers covering 172 countries.

Problem

With audiences increasingly moving from linear TV to digital, Kia Denmark wanted to explore if the automotive company could reach its target audience more efficiently by allocating a greater share of its ad budget to digital TV and YouTube.

Solution

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.

Outcome

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increase in target audience net reach with the first campaign

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increase in target audience net reach with the second campaign

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increase in target audience net reach with the third campaign

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 in 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.

Words from our client

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.

Kenneth Steel Marketing Director, Kia Denmark

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