Having worked with Experian to identify their key customer audience groups, Maplin added Sky AdSmart to their broadcasting mix to reach these households with pinpoint precision.
Targeting these households at a controlled frequency would provide Maplin with an efficient and effective way of boosting brand recognition and purchase consideration.
– Increase brand awareness & consideration
– Increase purchase consideration and store visits
Top Line Results
Recall of the creative increased steadily from comparison to control (+36%) and from control to test (+14%), thus proving the positive effect that frequency and selective targeting can have on a campaign.
There were also positive uplifts in the perceptions of Maplin, giving evidence that those exposed to the Sky AdSmart targeting and frequency were much more likely to rate the brand higher on key measures.
The Sky AdSmart exposed audience was +15% more likely than the linear comparison audience to feel more positive about the Maplin brand and +9% more likely to make a purchase from Maplin as a result of the creatives.
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Content courtesy of Sky AdSmart TV.