Sparkling Wine, TV Advertising and Out-of-Home Campaign.

Next, the media plan. It covers all UK and in broad strokes is made of ITV VOD (high indexing to the sparkling audience), London Underground formats, Supermarket screens, multiple roadside large formats, bus stops, Youtube and Display, and of course, the much-loved bus wrap.

We believe the above formats are a great balance between cost, efficiency, and reach, considering the brand’s ambition and budget. Too many or too premium formats and the budget runs out… too few or suboptimal placements and it is not effective. So with the usual care and approach to the choice of formats and its locations relevant to the audience, targeting key areas, arterial routes, high visibility/frequency placements, and proximity to supermarkets that we are confident you all know very well, we want to highlight two other key differentiators instead, at least in regards to outdoor advertising.

The planning was all done with the assistance of our proprietary planning tool, which allows us to overlay Census Data, Google API for points-of-interest and other mapping interests (eg, Tescos…), the client’s own data, and the UK’s entire OOH database. This is a powerful tool that allows us to pick placements with relevancy and precision, at scale. The second aspect was to address the London-skew, or in other words, higher population city vs the rest of the UK. To balance budget vs population density to maximise efficiency and more importantly frequency (if, say, commuters only see it once or twice a week, it won’t be as effective if they see it 5 or 7 times a week), we took into account all the formats estimated impacts and split out placements accordingly. For example, given the limited amount of budget, ITV was best used in London only so frequency wouldn’t get diluted and to counterbalance we used YouTube across the whole UK with the exception of London, where ITV was running. The same thinking was used for all the planning. In sum, a balance between budget, reach, impacts and size of the audience as initially shared in Strategy.

In terms of VOD, we’ve opted for a blend of Program Select and Broad Age Group audiences. The reason for this was to balance relevancy (DR) and awareness (potential audience). For YouTube and Display, the same principle for VOD was used: a mix of highly relevant audiences, i.e. targeting X or Y supermarket customers tapping into third-party data providers, and broad audiences with somewhat relevant interests to, and again, maximise reach, awareness vs budget and objective.