The challenge: L’Oréal Paris invests heavily in TV advertising annually, spending hundreds of millions of dollars. However, the effectiveness of an ad decreases after a certain number of views, making it a waste of ad dollars.
How we solved it: HDco created a training video for senior executives at L’Oréal Paris, educating them on utilizing TV Ad Effectiveness tools. By analyzing and integrating third-party data, it’s possible to determine the optimal number of viewer impressions and when it’s time to retire a commercial. This aids L’Oréal Paris in their media planning and helps the marketing team determine when and what kind of commercials they should produce next.
The outcome: L’Oréal Paris adopts new tools to more effectively manage their media campaigns, saving at least $3 million.
