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Case Study · Henkel

Seedtag and Henkel demonstrate how Contextual Advertising is an efficient alternative to cookies

FMCG

Our Key Results

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+14pp Message Recall

Than non contextual targeting

+9pp Brand Favorability

Than non contextual targeting

+7pp Purchase Intent

Than non contextual targeting

Contextual data driven strategy is a meaningful alternative to a strategy based on cookies.

The challenge

Henkel and its Home Care brand, Pril, were looking for new disruptive solutions to engage their audience, and working with Seedtag proved that a Contextual data-driven strategy is a meaningful alternative to a strategy based on cookies.

Our solution

Seedtag delivered a media strategy for Henkel that achieved its objectives without the use of cookies thanks to the capabilities of our Contextual AI, LIZ©, which enables human-like content understanding, high impact solutions, and real-time placement optimisation (DPO) to ensure that all Brand messages are seamlessly integrated into the most relevant content.  Adopting a dynamic approach, targeting strategies with and without cookies were tested for the Pril product, using two different strategies for the same campaign, generating excellent performance in both cases.

Contextual Territories

  • Food
  • Shopping
  • Homecare 
  • Family

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The Solution

Contextual Outstream Video

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Eurail’s contextual strategy strengthened awareness in the USA

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