Médiaperformances arrives on TV!

The advertising network innovates with a digital TV offering, a drive-to-store TV solution.
A unique “MEDI[A]CTIVATION” system

Paris, 22 April 2024 – Complementing its in-store solutions, Médiaperformances is innovating with a digital TV offering based on a unique targeting and analysis tool for Digital TV (Segmented TV, IPTV/VOD and Connected TV) to address consumers in the most strategic catchment areas.
In partnership with Cœur de Lion, Médiaperformances deployed this solution as part of an omnichannel campaign combining digital and in-store TV to boost sales of Cœur de Lion Coulommiers.
Measured by MarketingScan, the results of the campaign showed the approach’s significant impact on sales.

DIGITAL TV BECOMES A SHOPPER MEDIA

As the most powerful medium, TV remains the essential point of contact for activating consumers.
Shopper data combined with precision targeting means that this medium can be integrated even more finely into omnichannel strategies.
To offer advertisers this 100% efficient coverage on the most powerful and complete medium, Médiaperformances is launching the first TV drive-to-store solution.
With their knowledge of retail and sales networks and their analysis of sales performance data, Médiaperformances and Cœur de Lion were able to identify the most strategic stores to activate and target households in their catchment areas with digital TV.

This new solution is a perfect complement to linear TV campaigns while meeting the needs of advertisers with more limited distribution.

A SEGMENTED TV AND IN-STORE OMNICHANNEL CAMPAIGN FOR CŒUR DE LION

Once the plan had been co-devised, Cœur de Lion entrusted Médiaperformances with the orchestration of an omnichannel strategy to be rolled out over six weeks in two parallel retail media campaigns.
They wanted to test in-store combined with segmented TV on a specific target to boost sales of the Cœur de Lion Coulommiers range.

The segmented TV campaign (lasting four weeks) targeted households in store catchment areas where the Cœur de Lion brand had a market share below the national average but where the “soft cheese” category was performing well.
It helped identify high-potential sales regions that are strategic for Cœur de Lion.
The in-store campaign (banners on the shelves) focused on some of these points of sale for five weeks, three weeks of which were coupled with the Segmented TV campaign.

AN INNOVATIVE CAMPAIGN THAT GENERATED +7% INCREMENTAL TURNOVER

This first omnichannel campaign combining digital TV and in-store media cross-referenced store performance with geolocation data for a targeted local approach.
With its innovative omnichannel approach, it combined high-funnel media and low-funnel activation in a customer-centric strategy (segmented TV + in-store media).
Lastly, it enabled us to measure sales effectiveness in detail.
MarketingScan measured the impact of the campaign combining segmented TV & in-store media.
The results show that this campaign generated +7% incremental turnover on value and volume purchases of the Cœur de Lion Coulommiers range and increased the shopping basket by +20% by boosting purchase frequency.

“We know that this type of segmented TV campaign combined with in-store activation is extremely effective on turnover, making it the winning combo for advertisers. This approach to digital TV is therefore a useful tool to use in retail media. It’s a targeted medium, 100% useful, with no wastage and measurable direct business impact. It’s a ROI-centric medium. So, long live TV!”
says Claire Koralewski, Managing Director of Médiaperformances.

“This campaign was part of a test-and-learn approach that proved highly effective and rich in lessons learned. The use of segmented TV drove incremental turnover by winning over new consumers for the activated range (Cœur de Lion Coulommiers) without generating a halo effect on the rest of the Cœur de Lion portfolio. The combination of segmented TV + in-store visibility through banners maximised performance due to a positive impact on purchase frequency”,
states Anne-Sophie Bouladoux, Cœur de Lion Marketing Group Manager.

To see our business case: https://urlz.fr/qmUS