Objectives

Sales lift Compare sales of target vs. control group for both digital-only and

digital + addressable TV exposure

Penetration lift Determine penetration growth for digital-only and digital + addressable

TV exposure

Market share growth

Compare overall market share before and after campaign

Approach

Campaign was designed to test the value of digital-only and combined addressable TV + digital media plans, each

benchmarked against the previous year’s addressable TV-only campaign.

Targeting was achieved via Acxiom Propensity segmentation based on credit card purchase data. Since 4INFO’s

Bullseye™ method maps mobile devices to households with deterministic accuracy, the campaign was then delivered

to the targeted devices across the 4INFO platform.

Results compared purchase behavior of exposed vs. non-exposed audience groups to measure incremental lift in

sales, audience penetration and market share.

CASE STUDYOnline Retail

Overview:

Brand Floral and gourmet foods gift retailer and distribution company

Creative Addressable TV and digital

Targeting By Acxiom

4INFO and Acxiom partner to make

sales bloom1

2

3

www.4info.com© 4INFO 2017 All rights reserved.

Results

Both the digital-only and digital + addressable TV campaigns showed

significant returns for all three performance objectives compared to the

previous year’s addressable TV-only campaign.

Outcome

The extended reach and frequency of combining addressable TV and

digital screens drove more people to buy than either platform did alone.

$12.83

Control ControlExposed Exposed

0.14%

$29.47

0.33%

+ 49.7%+ 129.7%+ 97.1%+ 146.1%11%18%

Sales lift with digital + addressable TV exposure

Digital sales lift

Digital penetration lift

Pre-campaign market share

Post-campaign market share

Sales Rate Penetration

Market Share

LIFT+146.1%

LIFT+129.7%

Category Sales Pre-Period

Category Sales Post-Period

Brand

Competitor Brands (Combined)

11% 18%

Penetration lift withdigital + addressable TV exposure