How Georgia-Pacific Uses Viewership Data to Measure Media Spend
While 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.
