To understand the value of the various media channels and their impact on its upper- and mid-funnel goals, Haleon adopted a cross-media approach for its Sensodyne ‘Moments’ campaign. When measuring impact across three separate KPIs, Haleon discovered the true value of premium over-the-top video (OTT).
THE RESULTS
25x
more cost-efficient to
run programmatic OTT
than traditional TV
4x
more impact on consumer
trust delivered
through
programmatic OTT
than YouTube
UNDERSTANDING THE VALUE OF EACH CHANNEL TO FIND
THE IDEAL MIX
Haleon, which was rebranded from GlaxoSmithKline (GSK) Consumer Healthcare, is a leading global pharmaceutical and health care company with a large suite of consumer brands ranging from oral health and pain relief products to vitamins and supplements, including Sensodyne, Voltaren, Panadol, and Centrum.
Its main marketing challenge was to understand the value of each media channel plus how they work together to accomplish campaign outcomes and optimise the mix for the highest brand impact. Specifically, Haleon wanted to prioritize upper- and mid-funnel marketing goals of product consideration and purchase motivation on top of its traditional focus on awareness.
ADDING OTT TO THE MIX FOR THE SENSODYNE
‘MOMENTS’ CAMPAIGN
Haleon teamed up with Kantar, the world’s leading data, insights, and consulting company as well as The Trade
Desk to measure the impact of its Sensodyne ‘Moments’
campaign. This rebranding campaign was designed to
drive awareness and penetration among consumers with
mild tooth sensitivity.
Using a cross-media methodology, Kantar assessed the campaign’s impact across media channels by interviewing 1,100 respondents aged 25 to 50 across Thailand from October to December 2021.
These media channels were selected to capture changes in media consumption among consumers. For example, over-the-top (OTT) video consumption is up 22% year over year in Southeast Asia, where the average viewer spends 48.6 hours streaming OTT every month, according to The Trade Desk’s Future of TV Report.¹
As a result, OTT video was added to the media mix. Haleon particularly wanted to reach the increasing number of Thai viewers streaming content on OTT platforms such as Viu, We TV, and TrueID. The Trade Desk platform’s programmatic OTT capabilities enabled Haleon to control ad frequency, preventing overexposure of ads and creating positive ad experiences for the target audience.
The other selected media channels were traditional TV,
YouTube, Facebook, programmatic display, and TikTok.
¹The Trade Desk, Future of TV Report, June 2022, pages.thetradedesk.com/southeast-asia-ott-report-2022.html.
The team studied the role of each channel in driving three KPIs for its upper- and mid-funnel goals:
1. Brand awareness: Position Haleon products top of mind
among consumers.
2. Brand association: Attain consumer trust in Haleon products.
3. Brand motivation: Inspire consumers to purchase
Haleon products.
OTT DELIVERED THE STRONGEST IMPACT ACROSS ALL 3 KPIS
The study uncovered three powerful insights that made Haleon reconsider its strategy of primarily using traditional TV, YouTube, and Facebook. It validated the impact of OTT within a cross-media strategy and delivered the following three key findings.
1. Programmatic OTT delivers the highest overall brand impact
Across the board, digital media channels performed well, achieving a high impact at relatively low ad spend. However, at 35%, programmatic OTT contributed the most to the campaign KPIs overall, followed by traditional TV at 24%. With ad clutter already low in the premium OTT environment, programmatic OTT targeting enabled further optimization by serving more relevant ads to drive stronger brand impact and consumer motivation.
2. Traditional TV and programmatic OTT perform better together
Traditional TV is often recognized as one of the best and most credible ways to build brand trust. But the study showed that while traditional TV contributed to brand association, it delivered an even higher impact when coupled with programmatic OTT.
3. Cost-efficiency and brand uplift can be further improved by reallocating traditional TV spend to OTT
Programmatic OTT is 25 times more cost-efficient than traditional TV and delivers the strongest upper- and mid-funnel impact. In addition, the analysis revealed that a 10% reduction in traditional TV spend would have no impact on the campaign’s overall reach, indicating that spending could be optimized for stronger brand impact by shifting budget from traditional TV to programmatic OTT without compromising awareness.
THE FUTURE IS PEARLY WHITE FOR SENSODYNE AND HALEON
These insights from the cross-media study have enabled Haleon’s marketing team to understand how it can optimize its multichannel ad spend while achieving its upper- and mid-funnel marketing goals to improve the effectiveness of its campaigns. In particular, the team will be reviewing the media mix to achieve the best impact on the market.
‘The study has provided us with fresh insights
into the strong impact that streaming TV/OTT
has on our full-funnel marketing goals and
also our push towards effective media buys.
We look forward to continuing these buys
on The Trade Desk to deliver better ad
experiences for customers and further
strengthen our brand engagement.’
Shweta Jhamb
Digital and E-Commerce Marketing Director, Haleon