Henkel got2b boosts reach by 23% with third-party data targeting on CTV

Business objective

Comparing audience relevance for pre-targeted publisher deals vs. third-party data targeting 

Since its inception, consumer goods company Henkel has strived to create products that improve people’s everyday lives including Schwarzkopf® hair care, Dial® soaps, Persil®, Purex® and all® laundry detergents. Now, more than 145 years later, the business is building on that legacy through innovation and the smart use of data and technology. 

To drive incremental reach, Henkel had been buying connected TV (CTV) inventory through The Trade Desk’s demand-side platform, using pre-targeted publisher deals to reach the right audiences. However, the company wanted to assess how this approach compared to third-party data targeting in terms of cost, reach, and audience relevance. 

Henkel and its agency, GroupM, worked with us to devise a strategy to directly compare pre-targeted publisher deals and third-party data targeting for a CTV campaign for its got2b hairstyling brand. It also wanted to ensure its strategy had sufficient reach to enable it to spend all its budget. 

Solution

Third-party data targeting on CTV helps reach key audiences at a lower cost 

To evaluate these approaches, Henkel ran its got2b CTV campaign through our platform using A/B testing. The two versions of the campaign ran for the same period, with the same budget, and featured the same publishers. However, “version A” ran with pre-targeted publisher deals, while “version B” ran with network deals using third-party audience data sourced from our data marketplace of more than 200 data partners. 

Third-party data targeting was the more successful approach when considering cost-efficiency and reach on CTV. Henkel achieved a 16% reduction in CPM for its campaign compared to pre-targeted publisher deals, leading to a 23% increase in net reach. 

Henkel also measured the relevance of its targeting by assessing how closely it aligned with its seed, a representation of got2b’s most valuable audience. By using our Quality Reach Index (QRI), the company found that using third-party data targeting led to a 67% more relevant audience match compared to pre-targeted publisher deals. 

As a result of these positive metrics, Henkel plans to prioritize third-party data targeting over focusing solely on pre-targeted publisher deals for future campaigns across its brands. 

Discover how third-party data targeting measured by QRI can help improve relevance and reach without compromising cost-efficiency. Contact us below or reach out to your account manager today.