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Samsung India had sought high awareness for the launch of its Galaxy Z Flip 4 and Fold 4 smartphones without compromising the ad frequency. Thus, by unifying its media on DV360 and using campaign-level frequency capping, Samsung was able to achieve the desired reach.
Objective
Reach 300 million unique users and 130 million users with a frequency cap of six or more impressions.
Platforms
DV360
Strategies Used
Campaign consolidation, frequency capping
Results
12% increase in incremental reach, 301 million unique users reached, 47% cost savings.
Achieving broad reach while maintaining ad frequency within target parameters.
Platform Consolidation
Consolidated media buying on DV360.
Frequency Capping
Implemented campaign-level frequency capping.
Shifted media buying to DV360 and optimized campaign settings for maximum reach and frequency control.
Increase in incremental reach
unique users reached
Users with a frequency cap of six or more impressions
Cost savings
Samsung India was able to effectively utilize DV360 to attain set reach targets for the Galaxy Z Flip 4 and Fold 4 launch. Through proper selection of the campaign settings and frequency capping the company was able to achieve better results and minimize the cost. Thus, this case study proves that platform unification and data-driven campaign management are effective for reaching marketing goals.
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