In today’s ever-evolving digital landscape, advertisers face multiple options when it comes to media buying. With plenty of platforms and channels, marketers often utilize multiple partners to execute their campaigns. However, this fragmented approach can lead to challenges such as overtargeting and a lack of unified campaign effectiveness measurement. Thankfully, media consolidation offers a solution.

Explore with Konk real-life examples of brands that have consolidated their media buys outcomes in increased ad effectiveness and reach.

According to Sneha Thomas, in the article published by Thinking with Google, here are 4 study cases of “How 4 brands consolidated their media buys to increase ad effectiveness and boost reach.”
Let’s dive deep into this cases.

• Danone: Consolidating Video Ad Buys for Improved Campaign Performance
  Danone a global food producer, recognized the need to enhance campaign effectiveness while reducing excessive media impressions. By observing the shift towards streaming and the challenges in linear TV, Danone collaborated with the agency Wavemaker to consolidate its video ad buying using Google Display & Video 360. The goal was to optimize frequency and ensure maximum audience reach. By avoiding overexposure and redistributing impressions, Danone achieved an estimated 20% cost savings and up to a 50% increase in ad effectiveness for select brands.

• Unilever Argentina: Unified Media Buys to Extend Reach
  Unilever Argentina sought to improve efficiency and expand its reach to new audiences. By implementing campaign-level frequency management, Unilever partnered with Matterkind to analyze the benefits of unifying frequency controls across various campaigns, media types, and environments. By consolidating all display and video strategies within a single buying platform, Unilever gained better control over frequency caps and achieved a remarkable 30% increase in reach within just one month.

• Suntory PepsiCo Vietnam Beverage: Centralizing Data for Enhanced Measurement
  Suntory PepsiCo Vietnam Beverage faced challenges in measuring overall marketing effectiveness due to fragmented and unverified data from local publishers. To gain a consolidated view of campaign performance, the brand partnered with the agency Mindshare and conducted a 10-week experimental campaign. By consolidating cross-channel media buys through a single point of access, Suntory PepsiCo Vietnam Beverage achieved a 37% decrease in cost per reach, a 27% lower cost per unique user, and a 1.4 times higher consumer reach compared to a control campaign. This consolidation enabled the brand to evaluate campaign performance more easily and reliably.

• L’Oréal Germany: Streamlining Campaign Evaluation
  L’Oréal Germany recognized the importance of accurately measuring the impact of media buys on campaign success. Through consolidating programmatic media buys with Google Display & Video 360 and utilizing the platform’s frequency management value quantification tool, L’Oréal achieved a 16% increase in reach. By centralizing media buys, the company successfully reached an additional 1.3 million users for a single campaign, providing valuable insights into the added reach and overall campaign performance.

Making the Most of Every Ad Dollar:

In an era of abundant media buying options, it is crucial to optimize ad spend and avoid repetitive targeting. Brands considering consolidating their media buys should thoroughly evaluate each buying partner to understand their unique value. Conducting trial campaigns helps assess the risks and benefits associated with consolidation. Once these steps are taken, brands can unlock the potential for reaching new audiences, efficient customer acquisition, and more reliable measurement of campaign success.