The client, one of Poland's leading insurance companies, faced significant challenges in their marketing efforts due to a siloed approach to their television and digital campaigns. The separation of these campaigns under the management of different agencies prevented a holistic understanding of their cross-screen effectiveness. As a result, the company struggled to optimize media spending, reach younger audiences, and effectively achieve its campaign objectives.

The lack of cross-screen planning and measurement made it difficult to assess the overall impact of their marketing efforts. This inefficient allocation of resources ultimately hindered the company's ability to maximize ROI and connect with its target audience.

The primary goal for the client was to enhance the efficiency of their media planning efforts. They aim to achieve incremental reach at a lower cost compared to using TV advertising alone. By integrating TV and digital video touchpoints, The client intended to expand their reach and engage with a wider audience. By integrating TV and digital video touchpoints and utilizing the Reach Planner Tool and XMR report, we aimed to optimize media planning efforts. They seek to achieve incremental reach at a lower cost compared to using TV advertising alone. With the guidance of cross-media measurement provided by the XMR report, The client was able to make informed decisions about their media allocation and enhance the efficiency of their advertising campaigns.