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Cint connects you with millions ready to answer surveys worldwide. It scales your research by matching questions to appropriate demographics, ensuring diverse insights swiftly. Integrating over 800 suppliers, it fills your data needs, fostering confident decision-making in a rapidly evolving environment.
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largest supply network
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diverse respondent reach
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BlurbSTAR Case Study
Paramount Australia and New Zealand & Cint
Paramount ANZ succeeds with Cint's data-driven marketing approach.
1.
Situation
Paramount seeks measurement innovation
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Paramount leads in entertainment content.
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Seeks effective measurement for ad strategies.
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Aims to prove premium content value.
Paramount Australia and New Zealand stood as a leading entertainment company with a broad distribution network and an array of premium content. To capitalize on the value of their platform, they needed to demonstrate the effectiveness of their premium ad environment in delivering tangible advertiser outcomes. As a pioneer in connected TV, they sought to prove that a premium content environment, combined with a data-informed premium ad experience, could vastly improve advertiser results. Understanding that effective marketing hinges on thorough measurement and validation, Paramount had to evolve their measurement suite, spurred by a need to substantiate outcomes with significant measures like brand KPIs.
2.
Task
Evolve and validate ad measures
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Evolve measurement suite for better ad validation.
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Focus on outcomes linked to brand KPIs.
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Use Lucid Impact Measurement for data insights.
In 2023, Paramount Australia and New Zealand took on the task of evolving their measurement suite to better validate the effectiveness of their advertising strategies. They needed a robust solution that could provide insight into the power of their premium content and ensure advertisers saw a return on their investment. By partnering with Cint's Lucid Impact Measurement platform, Paramount sought to gain tangible data points that would illustrate the advantage of advertising in a premium environment. This strategic task was about shifting the focus from merely reducing costs to proving and enhancing the value of their platform through measurable outcomes.
3.
Action
Utilized Lucid for dynamic video
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Used Dynamic Video for personalized messaging.
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Conducted brand lift studies with Lucid.
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Confirmed increased brand KPIs outperformance.
Paramount ANZ, leveraging Cint's Lucid Impact Measurement, embarked on measuring the success of Dynamic Video campaigns, which updated creatively based on data triggers like time, weather, and location. This innovative approach aimed at personalizing consumer video messaging in premium content settings. They worked with brands like Perfection Fresh and Somat, conducting independent brand lift studies using Lucid's tools in collaboration with KERV Interactive. These studies not only validated the superior brand uplift achievable through premium ad experiences but also established benchmarks that consistently outperformed both global and local standards.
4.
Result
Dynamic Video enhances brand metrics
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Ad recall increases by average 22%.
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Purchase intent rises by 8% average.
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Brand awareness grows by 14%.
The studies employing Cint's Lucid Impact Measurement demonstrated remarkable success: ad recall rose by an average of 22%, and brand awareness increased by 14%, with challenger brands seeing up to a 19% increase. Notably, brand consideration uplifted by 23.6% on average, with some brands reaching a 39% hike. Additionally, Dynamic Video disrupted consumer purchase routines, pushing purchase intent up by 8% overall, reaching even 50% for certain categories. These results showcased the substantial impact of premium content environments combined with data-driven advertising, proving to be a winning strategy for Paramount ANZ and their advertising partners.
Keywords
PARAMOUNT AUSTRALIA
CINT
LUCID IMPACT MEASUREMENT
DYNAMIC VIDEO CAMPAIGNS
BRAND LIFT STUDIES
CONNECTED TV ADVERTISING
PREMIUM CONTENT ENVIRONMENTS
BRAND KPIS
Ad Measurement & Attribution Q & A
Cint hasn't answered their category questions yet.
1.
How do you track and attribute conversions across different channels (DTC, Amazon, Walmart, Target, etc.)?
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2.
What attribution models do you support (last-click, multi-touch, data-driven, incremental, media mix modeling)?
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3.
How do you handle first-party data, and do you integrate with our CRM, CDP, or customer databases?
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4.
Can your platform track users without relying on third-party cookies, and how do you handle privacy compliance (GDPR, CCPA)?
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5.
Do you provide Amazon Attribution or retail media tracking across different marketplaces?
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6.
Can your solution measure the impact of ads on both online and offline sales?
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7.
What integrations do you offer with ad platforms (Google, Meta, TikTok, Amazon Ads, DSPs, etc.)?
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8.
How frequently is attribution data updated, and do you offer real-time reporting?
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9.
How do you measure incrementality, and do you support A/B testing or holdout groups?
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10.
What is your pricing model, and how does it scale with our business?
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