Yves Saint Lauent drives high reach by balancing average frequency: With a holiday season spike over 4,000 per cent in ad impressions compared with the previous month (October 19th to November 10th), Yves Saint Laurent rose to eighth within the top 10 advertisers based on impressions served in the lead-up to the holiday season (November 19th and December 10th). Tombola served the highest number of impressions, but with a relatively high average frequency of 42.1 it reached a lower number of households (14.5 million) than most of the other top 10 brands. Lottery and Health/Beauty remain stand-out verticals during the holidays: Despite retail brands comprising half of the top 10 advertisers, the two leading brands based on impression count were actually lottery and health/beauty. Tesco was the top retail brand with its ‘Become More Christmas’ campaign (pictured). Each of those brands saw double or triple digit increases in impressions served during the holiday timeframe (November/December) compared with earlier in the fall (September/October). Retail brands comprise half of the top brands leading up to the holiday season: The retail stores within the top 10 advertisers based on impressions served between November 19th and December 10th were Tesco, Aldi, Asda, Argos and M&S, each of which reached about 17 million UK households.
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