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Finecast drives cost-effective incremental reach and determines optimal total TV mix

Direct Line Group (DLG) is a leading insurance provider in the UK, representing a range of well known and cutting-edge brands like Direct Line, Churchill, and Green Flag.While TV remains the most effective advertising medium for both long-term brand building and short-term sales activation for DLG, the way it is accessed and viewed is evolving rapidly. DLG is constantly striving to stay ahead of the curve and have been working with Finecast to maximise the power of fragmentation in TV.

DLG partnered with Mediacom and Finecast to test out an innovative approach for measuring audience reach and frequency across linear and non-linear TV. The approach utilised Finecast & Audience Project integration with TechEdge/BARB and used independent third-party data for analysing the combined audience reach across linear broadcast TV and Finecast.

The study highlighted the value of a total TV approach adopted by DLG, helping the team to maximise the return on their investment, and will help drive further innovation in planning and investment as TV continues to evolve.

“We partnered with Finecast to generate a market-leading understanding of how to use TV in the ‘new normal’ digital age. By doing so we have developed and equipped ourselves with a planning USP which will inform our future investment decisions.”

Sam Taylor, Head of Group Commercial/Performance Marketing, DLG

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