Campaign background

• Campaign Objectives: Asda used a grocery-led message to drive incremental sales (online grocery orders, in-store Scan & Go purchases, as well as George orders) from existing and new customers.

• Planet V's Solution: Planet V Data Match solution gave Asda the perfect opportunity to use their first-party customer data to inform the planning, targeting and measurement of their VOD campaign to maximise its effectiveness.

• Targeting: An overall target audience communicating the grocery-led message to existing Asda shoppers and potential highly relevant new customers.

Measuring the impact

ASDA utilised ITV’s Activate measurement solution to analyse uplift in customer actions (in this instance purchase) following ITV Hub ad exposure.

Ad-exposed uplifts are measured alongside a similarly-profiled non-exposed control group.

• Planet V: Ad Exposure Data

• ITV: Viewer ID, Viewing Data

• Advertiser 1st Party Data: Customer Actions (in this instance, sales)

• Activate Measurement: Exposed vs non-exposed audience, Converted Audience

Results

Sales Conversions

• 40% uplift in conversions from New and Existing customers when exposed to the campaign.
  

Lookalike Uplift

• 23% uplift in customer sales for Lookalikes when exposed to the campaign.

Return on Ad Spend

• £2.36 incremental return on ad spend per £1 spent across Existing and New Customers.

Breakdown:

• Existing Customers: £3.97Tracked a cost per sale of £0.52, with a cost per incremental sale of £14.37.

• New Customers: £0.53Tracked a cost per sale of £24.82, with a cost per incremental sale of £108.15.