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VIZIO Ads Case Study: Ad Frequency Boosts Brand Lift

A VIZIO Ads case study provides data suggesting increased ad frequency can result in driving higher brand lift metrics, but only if done right.

The case study details a CTV campaign executed on behalf of a wine brand that was interested in increasing brand consideration and intent to purchase among its target audience. The campaign was highly focused on specific audiences and buyer types, as well as a highly controlled frequency rate using VIZIO’s ad frequency optimization tools across TV and other household devices.

Thanks to the fine-tuning in both viewer demographics and the number of ads sent, the brand was able to reap the greatest effect without overkill in terms of too many ads. Not only can too many ads annoy customers, but it’s also wasteful ad spend. The VIZIO case study showed that Awareness, Familiarity, Consideration and Intent peaked after 10+ exposures, suggesting it was more effective after being viewed multiple times.

Additionally, a post-campaign analysis revealed key insights indicating the successful campaign performance in the category. For instance, the wine campaign resonated particularly well among exposed audiences with more disposable income ($100k+), which drove notable lifts in both upper and lower funnel metrics.

The campaign also resonated with frequent wine buyers. Those who purchase wine once a week or more responded with double-digit brand lift, indicating they are more vested in the category. Yet the campaign still educated and influenced lower-funnel activity as well.

Working with VIZIO Ads allowed the advertiser to engage its primary target audiences while also identifying optimization opportunities for future media. As a result, the campaign successfully helped drive awareness, consideration and intent lift for the wine brand, through access to advanced targeting methods, audience data and frequency optimizations with VIZIO Ads.

Download the full case study to access all the data and details.

VIZIO Ads was created to help deliver a more relevant advertising experience to consumers and brands alike. Offering premium, addressable advertising inventory inside of WatchFree, SmartCast and within popular TV apps, VIZIO Ads gives advertisers the ability to reach new audiences with relevant messages at the right time. VIZIO Ads gives its customers personable service, app-level transparency and screen-level verification to ensure brands can invest with confidence across one of the largest smart TV footprints in the U.S. Learn more here: www.vizioads.com.