L'Oréal Netherlands wanted to see how their offline and online ads worked together, and take a closer look at ROI in each to be sure that their money was being spent wisely. This case study shows how the impact of Google Display Network, pre-roll, TV and print was measured and found that in some instances, swapping pre-roll for TV could save money and reach a different audience.
- Integrate online and offline ads
- Compare and optimize online and offline costs
- L'Oréal compared 18 campaigns for 14 different products
- Gathered info for five months
- Decided to cap sites with frequent repeat visitors
- 10% shift in TV budget is allocated to GDN resulting in 4 times more GDN impressions
- The cost/GRP (or CPM) on Google Display Network on average are ~20 times lower than TV
This L'Oréal case study from the Netherlands measures Google Display Network (GDN), YouTube pre-roll, TV and Print in the media mix: cost, reach, ad format impact and ROI comparison.
- The combination of 20 times lower cost/GRP and one fifth of the impact compared to TV results in 4 times higher ROI at current spend level.
- Shift budget at the end of the TV ROI curve towards media that are still functioning in a steeper part of their ROI curve (Print and Rich Media).
- Use variation in TV pricing over months and target audiences as an opportunity to find month versus audience combinations where Pre-roll is a cheaper solution than TV.
- Apply frequency capping particularly on sites with very frequent visitors (e.g. social sites). Otherwise campaigns build an extreme amount of contacts with a relatively small part of the target audience.