For more than two years, TF1 PUB has been using MarketingScan to test the effectiveness of TV campaigns based on data targeting. And these tests, all carried out in the FMCG sector, have shown that data targeting is more effective than socio-demographic targeting.

With the latest TV campaign “Invictus” for Paco Rabanne orchestrated by the Starcom agency, it’s the first time MarketingScan has evaluated the effectiveness of shopper targeting for a men’s fragrance brand.

At the end of the test, carried out in collaboration with NPD for the measurement of sales in distribution areas, data targeting generates, at iso budget, an incremental turnover of +7% on perfume sales.

Principaux résultats de l'étude