Xaxis used Mindshare’s Reach & Frequency tool to establish the optimal pressure and frequency levels for the Silence Force campaign, considering variables such as communication and the market itself. In this way, Xaxis data scientists identified 500 slots in which Rowenta could place a series of three adverts and expect to efficiently hit the target segments.

Unfortunately, the LTVV – which has the most weight within the target – is the most expensive to impact and the least reached through television. With TV we would expect to reach a population of more than nine million. But our data suggested that this would generate less than three million impacts on the target.

We determined that, to reach the client’s objective, we would have to over-address the LTTV segment through VOL. With an anticipated total audience of nearly nine million itself, and a much higher relevance to our target, we could expect to achieve nearly four million effective impacts, for about 15% of the cost of the TV budget.

With both strands combined, we expected to achieve nearly seven million effective impacts on this hard-to-reach audience category.

Xaxis' key insight was firstly that data from linear TV viewing could be used to define, activate and target an audience on video-streaming platforms. The next insight, was that the most-valuable target segment was initially the one least impacted by the spot (seeing it on average 2.6 times, well below the whole-campaign average). Our response was to advise the client to over-target this segment, using the data from the linear-TV audiences. By doing this, Xaxis helped SEB obtain three additional points of OTS and an extra effective coverage of 16% in the digital medium, which translated into a 26% effective multimedia coverage.

The pre-roll video achieved 5,298,261 impressions, generating 48,062 clicks (a CTR of 0.91%). It impacted 3,173,887 unique deduplicated users. We also recorded a viewability of 90%, well above the 75% benchmark required by the client.

This meant that Rowenta was able to increase reach and engagement – two key outcomes – in a market segment that’s notoriously difficult to reach. In fact, this tactic was so successful that high demand for the product led to a break in stock for the brand during the campaign period.

This achievement was not only a great result for the Silence Force campaign, but it also yielded insights that can be applied to future campaigns – showing that advertisers can successfully engage with this demographic and that they can transition and adapt advertising and data strategies to online video platforms. As IPTV and OTT services grow in market share, this will become increasingly important.