How Retailer Smart Measurement unveils Advanced TV's impact on incremental sales
Weetabix wanted to explore how to prove the ROI of an Advanced TV (ATV) campaign targeting an affluent 45+ audience. Traditional media measurement couldn’t connect ATV exposure to in-store sales, so they sought an innovative solution to accurately demonstrate ATV’s impact on real-world sales.
and DataOrbis, using retailer analytics to map households to store catchment areas.
inference tool to compare sales in treated and control areas, isolating the incremental sales lift.
The incremental Geo analysis showed a 1.8% sales uplift at Tesco and a 1.6% uplift at Sainsbury’s, generating almost £200K incremental sales across both. This demonstrated the effectiveness of ATV in driving sales and justified continued investment, setting up a methodology for future campaign optimization.
1.8%
Incremental sales uplift at Tesco
1.6%
Incremental sales uplift at Sainsbury’s
£0.62
Incremental ROAS (iROAS) across Tesco and Sainsbury's
