Case Study
How Bupa leveraged Nexxen's exclusive VIDAA ACR data for 16% more incremental reach
Date: 2024 Location: Australia
Agency: Atomic 212
NEXXEN Solutions Used: Nexxen TV Intelligence
Bupa, one of Australia's largest private health insurers, continues to grow by offering products and services which help meet the needs of its members.
Alongside their media agency, Atomic 212 and technology solutions provider, Nexxen, they set out to run a campaign that effectively maximises their linear and digital TV screens budget and reach as many people in their target audience as possible by reducing duplication.
Bupa tapped into our proprietary TV Intelligence tool – a full suite of audience insights, activation and measurement solutions – particularly TV Audiences Segments and Nexxen Cross Screen Measurement – to achieve their objectives.
With the evolving nature of how we are all consuming TV, Atomic 212 are always looking for smarter and more efficient ways to reach our clients audiences effectively. Nexxen has allowed us to do this for Bupa using VIDAA ACR data.
-Emma Macey, Group Account Director, Atomic 212
Key Results
830K
previously exposed
households excluded through
VIDAA ACR technology
94%
new audience on FAST
(Free Ad-Supported TV)
+1.2M
households additionally
reached beyond linear TV
+16%
incremental reach
on digital TV
The Solution
Nexxen ACR Data
ACR TV Viewership Audience Segments
Nexxen created two custom segments using exclusive VIDAA ACR data .
The first segment excluded viewers already exposed to linear TV ads, maximising reach and optimising media spend.
The second segment targeted viewers of competitors’ ads, effectively engaging this audience to enhance campaign impact..
Measurement
Nexxen Cross-Screen Measurement
Nexxen Cross Screen Measurement report provides detailed insights into cross-device behaviours, empowering Bupa to refine audience targeting strategies.
This report delivers comprehensive analytics on network performance, demographic trends, geographical consumption, and competitor activities. These insights have been instrumental in enhancing campaign precision, effectiveness, and return on investment.
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