The client, a financial institution, wanted to understand the reach of a cross-platform campaign targeting diverse affluent audiences in core markets to build brand awareness
The Solution
Agency sends Comscore team a copy of their media plan
Agency runs campaign across digital inventory
Campaign performance is measured based on reach of key targets at the publisher, demographic, and extended demographic levels within each local market
The agency was able to identify specific publisher partners with a higher propensity to reach these diverse affluent audiences within each market to optimize spend for FY24 campaigns that will target similar markets and audiences.
Publisher 1 had the highest reach at 45% of the primary extended demographic audience in the NY market compared to other partners