Shifting Budgets To Increase Delivery In Underexposed Markets

Matthew Wiesemann
Matthew Wiesemann
Senior Manager, Marketing
Comscore
CCR validates local delivery and highlights platform and partner incrementality

CCR’s market-level reporting ability revolutionizes ad measurement by validating local delivery and highlighting market-level platform and partner incrementality. By providing detailed insights at the market level, CCR enables more precise optimization, ensuring that ad spend is effectively targeted where it’s needed most. This granular approach outperformed national-level optimization by addressing specific regional gaps, ultimately driving stronger and more impactful results.

Download Case Study

The Scenario

An agency leveraged CCR market-level measurement to identify opportunities for in-flight optimization across a recent financial campaign

The Solution

Number 1

Implement CCR using Comscore’s easy-to-append digital tag to capture valuable campaign delivery metrics across both standard age and gender and extended demographic audiences

Number 2

Analyze in-flight campaign reporting to uncover actionable insights and identify markets with underexposed audiences or performance gaps.

Number 3

Adjust media spend and campaign tactics to focus on underexposed markets, utilizing the insights gained to optimize ad delivery. Monitor performance continuously and make iterative adjustments to ensure increased reach and improved results.

The Results

Local-level in-flight reach and frequency reporting allowed the agency’s team to identify market-specific consumption patterns

Key Insights

Reach in the New York, NY market was stronger, capturing 13% more Unique Audience members than in Los Angeles, highlighting an opportunity to shift budgets to increase delivery in the underexposed L.A. market and achieve optimal performance across the board.

B2B Brand Awareness Campaign