The Problem
A confectionary company wanted to determine if they needed to keep investing in direct ad support for Assortment Packs, or was the halo effect (if any) enough from advertising behind individual brands included in the assortments?
The Solution
i4i Bayesian MMM accurately separates direct and halo ad effects which lets clients make better portfolio spending decisions.
Results & Key Learnings
Brand-specific media provides a halo effect on assortment packs at the high end of the range for this CPG’s own brand contribution – enough to sustain the assortments’ franchise without dedicated ad spending.
1
Bayesian MMM provided direct and halo ad effects, while controlling for strong category seasonality and promotion lifts.
2
This study put halo results into the right comparative context to assess scale.
3
We encouraged the brand to shift future dedicated Assortment ad spending behind other priority initiatives.
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