An advertiser using an alternative ratings provider and traditional age/gender targeting was underperforming.
As a leading pest control company, the advertiser wanted to improve TV campaign performance within the Orlando and Jacksonville service areas. KYC showed the pest control company the benefits of using Comscore's TV data – and ultimately won their business as a result.
KYC Agency strategically targeted key audiences beyond age and gender using Comscore’s TV tools.
KYC used the Report Builder tool to plan TV buys around audiences with a household income of $75K+ and at least two adults in the home.
This helped KYC and the advertiser target DIFM* consumers with income stability, as opposed to DIY audiences.
Via duplication reporting, KYC then identified programs that allowed them to reach high-value, desired audiences without spending significant amounts on primetime TV slots.
Lastly, KYC used heat maps to identify and target audiences with strong program loyalty within key local markets in an effort to grow business.
*DIFM = Do it For Them, DIY = Do it Yourself
Comscore’s TV solutions helped KYC and their advertiser improve performance in key markets.
|Increase in branded search volume||26%||24%|
|Increase in leads (YoY)||14%||54%|
|Increase in Direct Traffic (YoY)||52%||33%|
|Increase in Organic Traffic (YoY)||29%||44%|
Branded Search Volume is the number of searches in a DMA with the client’s name only on Google. Website traffic from Google Analytics. Direct Traffic includes the removal of email marketing traffic. Measurement dates include TV flight months only.