Advanced TV delivers effective and measurable incrementality for IKEA
Find out how we got customers to start living more sustainably at home, and achieved improved reach across connected TV (CTV) and YouTube.

4%

Incremental reach across audiences that were not exposed to linear TV

£200k

Money saved by IKEA

Not your average opportunity

IKEA wanted to encourage their customers to start living more sustainably at home, while reaching net new users across CTV and YouTube and providing incremental reach across these channels, on top of their linear TV plans.

Not your average solutions

MiQ was able to tailor Advanced TV solutions to IKEA’s goals.

Data ecosystem

We integrated MiQ’s data ecosystem with YouTube’s to leverage additional insights such as subscriptions, video likes, video counts and views - enabling greater campaign optimization.

Automatic content recognition

Using automatic content recognition (ACR) data, segmented linear TV exposed audiences into ‘light’ and ‘heavy’ TV exposed audiences.

Media plan

Building a bespoke media plan provided IKEA with incremental reach of underexposed linear TV audiences, giving an overall view on reach figures across linear TV, CTV and YouTube. We also activated on CTV with a focus on advertising on-demand (AVOD) streams.

Not your average outcomes

4% incremental reach across audiences that were not exposed to linear TV
IKEA saved £200k.

“We’re seeing viewing habits change in the UK. People are now streaming content more than ever, resulting in more fragmentation and silos when planning, activating and measuring TV. That’s why it’s essential for media buyers and planners to prove the effectiveness of incremental reach, and that’s exactly what we did with MiQ for this campaign.
We showcased the benefit of combining both digital and linear for a holistic TV strategy – working in tandem to ensure we’re providing the best solution and savings for our client.”

Rob Powell, Account director - dentsu