Case Study: Refreshing media partner guidelines unlocks additional 40%+ brand safe video inventory
The Problem:
Global FMCG Brand wanted to scale with a global digital video inventory partner but needed to do so under strict brand safety requirements. Current guidance sat across multiple documents, was out of date, and often lacked clarity on recommended actions to execute.
The Solution:
RMA undertook an assessment of existing documentation to isolate what guidance was already provided, which were still relevant, and which needed updating based on new opportunity.
Interviews were conducted with agency and stakeholders to understand previous challenges with scaling on the global video partner, and new opportunities with respect to brand safety.
RMA then assembled and led a small group of specialists from across client and agency to review opportunities on global video platform by product, format, buying method and workarounds involving third party technologies (e.g. brand verification tools).
RMA managed the multi-agency team and project workstreams, collated, reviewed and summarised recommendations into a document that was then rolled out to media agency teams.
Results:
Recommendations from the document showed three clear opportunities for growth:
20% increase in potential inventory by applying updated brand safety settings
40% increase in potential reach by adding new products from video inventory partner
30% increase in potential inventory available by through changes in buying methods
To learn more about how the Responsible Marketing Advisory can work with you to transform your business, check out our services, our team, or contact us today!