Report: Yoghurt brands missing targeting opportunities in TV ads
September 26, 2022
ViewersLogic , the consumer data behaviour company, has released a new report on how effective the TV advertising campaigns from Muller, Yeo Valley Activia and Actimel were at acquiring and retaining customers.
Understanding the impact of TV on customer acquisition and retention is highly sought after. ViewersLogic is solving this problem by creating what marketers have been seeking: single-source data. Through this innovation, ViewersLogic says it enables brands to understand consumer behaviour from media consumption to purchase, opening up a new field of cross-media measurement and optimisation capabilities.
Using its single-source data, ViewersLogic was able to understand how TV campaigns for Muller, Yeo Valley Activia and Actimel affected shopper behaviour online and offline and draw a direct line between the brands’ media spend and consumers’ actions.
ViewersLogic used a test and control methodology to compare individuals who were not exposed to TV activity to those that were, between May 2021 and April 2022. The report found the following:
Frequency and brand loyalty
Even though the brands differ in terms of messaging (especially Muller, which has less of a health emphasis), there are significant overlaps across the board, indicating that customers are willing to switch brands.
However, the more TV ads a customer was exposed to from a specific brand, the more likely they were to buy only from that brand indicating TV is not only effective at generating sales, but also brand loyalty.
Missed targeting opportunities
Many targeting opportunities are being missed for these brands. Yeo Valley’s TV campaign would have been more effective had more Actimel customers been reached. Similarly, Actimel failed to reach as many Yeo Valley customers as they could have – this appears to be a two-way street that’s going unexploited by both parties.
Acquisition
For the more health-focused brands there are indications that it’s easier to convert new people into the category, Actimel was successful in converting non-yoghurt buyers. However, having a high number of purchases does not make it easier to drive more sales through TV advertising – existing customers are less affected by media, and TV works better for acquisition than retention.
Messaging
Activia and Actimel have the strongest uplift from TV advertising, indicative of a generally good responsiveness to health-based messaging.
Simen Moen, Head of Data Analytics at ViewersLogic commented:: “ViewersLogic’s unique single-source data has highlighted that customers are not only willing to switch yoghurt brands but that Muller, Yeo Valley, Activia and Actimel are missing targeting opportunities in their TV advertising campaigns. With advertising budgets under scrutiny as the UK teeters on the brink of recession, marketers need to know where to make their next investment with confidence. Knowing what strategy will not only keep existing customers but also attract new ones amid the cost of living crisis is vital.”