In an increasingly fragmented advertising environment, media consolidation emerges as a key strategy to optimize advertising effectiveness and maximize reach.

En this blog exploreremos how leading brands have achieved have achieved significant benefits by unifying their media buys, providing valuable lessons for other brands looking to improve their advertising performance.

Advertising fragmentation.

The tendency to work with multiple partners to launch a campaign can lead to problems such as overexposure of the same message to individual consumers and loss of a unified view of campaign effectiveness.

This results in wasted resources and a degraded user experience.

Media consolidation as a solution.

Consolidation of media buying offers a feasible solution to these challenges.

Through specific case studies, we observed how brands such as Danone and Unilever Argentina have unified their media buying approach, achieving more efficient frequency management, a positive user experience and unified access to campaign data.

Danone: Video ad buys. 

Danone identified and eliminated excessive media spend by consolidating all video ad buys into Google Display & Video 360, achieving cost savings of 20% and increasing advertising effectiveness by up to 50% for some brands.

Unilever Argentina: Media Buying.

Unilever Argentina achieved an additional 30% increase in reach in just one month by consolidating all of its display and video strategies into a single buying platform, which allowed it to control frequency limits for all insertion orders under a weekly campaign frequency.

Suntory PepsiCo Vietnam: Reducing costs by centralizing data. 

SPVB demonstrated how consolidating media buys through a single point of access provides a complete view of campaign performance, resulting in a 37% decrease in cost per reach and a 27% lower cost per unique user.

L'Oréal Germany: Evaluation of the success of the campaign. 

L'Oréal Germany found that consolidating its programmatic media buys resulted in 16% greater reach, presenting its message to an additional 1.3 million users in a single campaign.

Make every advertising dollar count. 

Given the diversity of media buying options, it is crucial to ensure that you are not wasting advertising resources or limiting reach by repeatedly exposing the same consumers.

Thorough evaluation of buying partners and conducting test campaigns are essential steps in understanding the benefits of consolidating media spend.

Brands that adopt this strategy discover a significant increase in new audiences, efficient customer acquisition and more reliable metrics.

At 99 Degrees, we understand the importance of optimizing every aspect of your advertising strategies to overcome current market challenges. Our experience in media consolidation and digital campaign management positions us as the ideal partner to take your brand to the next level.

Are you ready to maximize your advertising effectiveness and expand your reach?