How Georgia-Pacific Uses Viewership Data to Measure Media Spend

Posted on by Chief Marketer Staff

ROIWhile some CPG brands may have issues with measuring media spend, Georgia-Pacific has recently used data sets to measure media costs and determine ROI. Real-time reporting has upped the brand’s optimization game, according to a piece in AdExchanger.

The paper product manufacturer, which owns brands including Brawny and Quilted Northern, decided to measure cross-channel media spend more frequently and in more detail. In partnership with data provider Catalina and TV analytics company Samba TV, it was able to determine which channels drove people to shop. The effect was the ability to measure ROI on linear and digital spend by examining real-time reporting on reach and frequency of campaigns in addition to monthly reporting on campaign performance.

Thanks to the real-time reporting, Georgia-Pacific is able to optimize channels and networks that are driving the most ROI while suppressing media spend on those that aren’t performing as well. For a deep dive into the brand’s ROI strategy, read more in AdExchanger.

More

Related Posts

Chief Marketer Videos

by Chief Marketer Staff

“Trapped in Advertising” sounds like a hashtag you might use after a bad day at work, but for Pringles and Adult Swim, it was a year-long, pop culture-forward campaign aimed at ad-averse 18- to 35-year-old “Rick and Morty” fans. The goal was to sustain engagement and become part of the cultural conversation in order to…

	
        

PRO Awards

ProAwards

Click here to view the 2021 winners.
Information on 2022 coming soon!
	
        

CHIEF MARKETER 200 Winners Announced

CM 200

Click here to to view the full list of the 2022 winners!