AXA advertising campaign

The objective of the campaign was to maximise 5+ reach among the core target, Individuals aged 25–64 ABC: moving from generating impressions to building genuinely effective exposure. To achieve this, Atresmedia and WPP Media combined linear television with Connected TV activated using Atresmedia’s deterministic data. Linear TV provided scale and the reach base. CTV concentrated pressure on those who had already seen the campaign but had not yet reached the effective exposure threshold.

Description

The challenge was to redistribute contacts through CTV and frequency control so that more people in the target audience received five or more impacts. To achieve this, a combined two-layer model was designed, with both layers overlapping over time: Linear TV (1–28 June), the reach base. The campaign achieved 17.0% 5+ reach among the core target. CTV (8 June–12 July), the effective-frequency layer. Impressions were served entirely to core-target individuals who had seen the campaign on linear TV but had a low average frequency. Three formats were used: Connection Spot, Ad Replacement within the linear broadcast, and the Atresplayer App on CTV. In total, more than 6.4 million impressions were served to the core target, achieving 19.4% CTV reach. The key factor. CTV was not used to seek new audiences. It was targeted at reinforcing individuals who were close to the effectiveness threshold, converting low-frequency contacts from the linear TV campaign into total campaign 5+ reach.

Impact

Objective achieved. 5+ reach among the primary audience increased from 17.0% with linear TV alone to 27.2% with the combination of TV + CTV. This represents an increase of 10.2 percentage points and means that 57% of the total reach generated was in the 5+ frequency range, exceeding the committed target of 27%. In absolute terms, the number of people exposed five or more times increased from 3.4 million to 5.4 million. Effective redistribution without losing reach. Total reach remained at 47.6%, but its composition changed. The share of 5+ reach within total reach increased from 36% to 57%. Reach at lower frequencies, from 1 to 4 impacts, decreased from 30.6% to 20.4%. The clearest increase occurred at the fifth contact, where the percentage of individuals quadrupled, from 2.6% to 10.4%. Greater affinity. Affinity with the primary audience increased from 79 to 83: an increase of four points, or 5%. Greater attention. According to Atresmedia’s IKA measurement, the campaign’s average attention increased from 58.2 with linear TV to 60.8 with TV + CTV, an improvement of 2.6 points. CTV alone achieved an attention score of 80.7. The campaign’s attention index reached 157 against the audiovisual average, seven points higher. The campaign demonstrates that combining TV and CTV makes it possible to move from a volume-based approach to an effectiveness-based approach: better-distributed impacts, more valuable contacts and greater effective reach.