A national CPG brand wanted to increase awareness for a line of salty snacks among non-customers. The goal was to maximize household penetration across direct and programmatic CTV buys while preventing oversaturation with their audience.
The CPG brand enlisted Epsilon’s programmatic connected TV (CTV) solution to help build a holistic reach and frequency management strategy across 100+ premium CTV apps to achieve their goals.
The brand built custom audience segments using Epsilon's identity resolution solution, COREid, which is a person-based graph of 250M+ U.S. consumers. Then, they suppressed current customers and targeted purchase-based and demo groups to reduce over-saturation.
The brand used a consolidated programmatic CTV approach on the Epsilon platform and upfront direct buys with a competitor platform and streaming network, comparing and measuring penetration with Circana. The result was that Epsilon had a 2X higher lift in HH penetration of all the providers (a streaming network and two other CTV publishers) in the test, proving Epsilon's greater ability to reach consumers through CTV.
