Discovery and Marie Callender's Engage to Heat Up Frozen Entrée Sales

Discovery Engage solution lets advertisers find and refine target audiences within Discovery39s portfolio of networks applying outside data analytics and measurement more customarily found in digital campaigns with the scale of national television amp160This forwardthinking approach to datadriven marketing addresses what Erin Kuhlmann Manager of Media for Conagra Brands says is mission critical to the brandThe Marie Callender39s campaign goal was to improve their ability to effectively reach core customers via more refined targetingamp160 Mission accomplished amp160quotWith Discovery Engage we delivered a campaign that had a measurable improvement over earlier campaigns a 35 decrease in the effective CPM combined with real sales liftquot says Keith Kazerman Discovery39s Group Senior Vice President of Client Solutions amp160As one of the few content companies with access to settop data performance was measured at the household levelquotWe39ve been successful in securing secondary guarantees against purchasebased targets on a variety of networks for some timequot Kuhlmann explains amp160quotBut our partnership with Discovery Engage takes it a step further by not only optimizing inventory across programs and dayparts but also across a portfolio of networksquot amp160It is also she notes quota step in the right direction for televisionquot moving itamp160quotfrom a mass reach media to a space that allows precision targeting at scalequotquotThe investment the company has made in the Engage product went well beyond data and technologyquot says Kazerman amp160quotIt was about delivering return on investment amp160This forced us to raise the bar amp160Our goal was to optimize our client39s investmentamp160and to measurably drive salesquotWe were lucky to have clients at Conagra and Mediavest Spark who were open to new thinking because the other thing that was unique about the partnership was the level of transparency involvedquot he continues amp160quotWe were doing something new and we were willing to be very open about how we were doing it with our clientquotThe other goal of this food category campaign and for the four others in the automotive financial QSR and travel categories was to demonstrate results that could inform more data partnerships to be struck this Upfront amp160According to Kazerman that goal has been achieved as well amp160quotAs we worked with customers we learned a lot about the potential of our own dataamp160and that of our partnersquot he says amp160quotWhile the Conagra campaign didn39t use any primary brand data the other campaigns did and we were able to see the flexibility and power of our dataagnostic systemquotThe results were sometimes surprising Kazerman addsamp160 quotWe learned to let the data lead us leading to learning that sometimes the shows and networks that the team initially surmised would work best for a particular target weren39t the ones that ended up delivering the strongest concentrations of that audiencequotAnd the results weren39t only positive for the advertiser amp160By the end of the campaign Conagra was using nine of Discovery39s eleven networks successfully including traditionally maleskewing networks like American Heroes Channel Destination Americaamp160and Velocityamp160versus the six they hadamp160used in earlier campaignsquotWe used networks we would not have traditionally purchased for the brandquot explains Kuhlmann whose background includes strategic work for other major brands while on the agency side of the businessamp160 quotThe data told us to expand the network list beyond our core women 2554 target to hit purchasers of frozen foodsamp160who have the ability to really move the needle when it comes to sales amp160These learnings help us better understand the Marie Callender39s consumer information which we39ve applied to other campaignsquotKazerman was quick to credit his colleagues at Discovery and his partners at companies like Nielsen Catalina amp160quotThis wasn39t just investment in technology and proprietary targeting data but investment in people people who were in early days of addressable data science modeling trialsquot he notes amp160quotOur team doesn39t exist as a sales team amp160We exist to help clients develop the promise of dataquotKuhlmann hasamp160a pragmatic take amp160quotAccording to the backend sales analysis that Discovery ran total incremental sales well exceeded our expectations and proved that the campaign was effective at increasing buy rate and penetrationquot she says amp160quotWe were looking for partners that were forward thinking and thought leaders in the linear TV space to deliver on our visionamp160 Discovery Engage39s direct link to settop data matched with Nielsen panel information to leverage frequentshopper card data allowed for measurement that helped us effectively prove out the value of the platformquotFor Kazerman though quotthe best proof wasn39t in the numbers amp160It was in the continued support of clients like Conagra which has already used the Engage platform again and from the marketers now investing in that datafueled television and who will be using it in conjunction with their other television investments in the coming yearquotClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Discovery and Marie Callender's Engage to Heat Up Frozen Entrée Sales

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Kathy Newberger

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Discovery and Marie Callender's Engage to Heat Up Frozen Entrée Sales

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Kathy Newberger

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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