Duracell and agency Mediacom partnered with VideoAmp to optimize cross-channel media spend across linear and digital platforms. The initiative utilized VideoAmp's measurement platform to identify incremental audiences and reduce TV-to-digital overlap.
This partnership demonstrates a shift away from legacy age and gender demographics toward behavior-based targeting in the consumer packaged goods sector. By identifying specific TV-to-digital overlap, Duracell is able to reallocate budget from redundant linear reach to incremental digital impressions. Within the broader ecosystem, this move highlights the growing demand for unified measurement platforms that can bridge the gap between walled gardens like Amazon and traditional broadcast networks. As advertisers prioritize efficiency, the industry should watch for whether these cross-platform attribution models lead to a permanent reduction in linear TV upfront commitments in favor of more flexible digital inventory.
The success of this initiative mirrors other recent industry efforts to optimize media spend, such as ProMedia's media savings achieved through similar data-driven measurement strategies.
Duracell and Mediacom have partnered with VideoAmp to implement cross-channel measurement, identifying overlap between linear TV and digital platforms. By shifting from traditional demographics to behavior-based targeting, Duracell successfully reallocated budget from redundant reach to incremental digital impressions, demonstrating a growing industry demand for unified measurement across fragmented media ecosystems.
Duracell partnered with VideoAmp to optimize media spend by identifying and reducing overlap between linear TV and digital advertising platforms.
The partnership utilized commingled TV viewership data to target specific segments such as parents and gamers, moving beyond traditional age and gender demographics.
Mediacom worked with Duracell to implement the measurement strategy, which Media Director Pablo Rayo confirmed helped unlock cost savings through custom optimization segments.
Yes, the initiative included a first-to-market measurement pilot with Amazon to help establish incremental reach baselines across platforms.
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