AMAG Beyond Reach With an Impact-Driven Video Strategy

Media consumption is changing rapidly: Users move between traditional and digital channels, watch content on demand, use second screens, and switch between lean-back and lean-forward modes. For advertisers, this means fragmented audiences, more touchpoints, and an increasingly complex advertising landscape.

AMAG faces the challenge of reaching a hybrid audience: younger users tend to prefer streaming, while older ones remain more rooted in traditional TV. Especially tricky is the high density of mixed-content consumers. The central question, therefore, was: Where can we reach our target audiences most effectively—and at what cost?

• Building reach cost-effectively across key target groups
• Driving strong message retention (ad recall)
• Optimization of budget efficiency

The answer: a finely tuned combination of threshold analysis and recall tracking. By analyzing contact frequency and media usage, we were able to define the optimal budget allocation together with AMAG. At the same time, we continuously track campaign performance within the target audiences using ad recall studies—delivering immediately actionable insights for ongoing optimization.

Structured measurement of impact and efficiency allowed us to identify patterns across multiple campaigns:

• What works is established as a new quality standard.
• What doesn’t (yet) work is questioned and refined based on data.

More impact for less budget: AMAG achieved above-average recall scores across several automotive brands—while maintaining lower gross costs per recall point compared to the competition. The combination of threshold analysis and recall tracking became the key to a successful media transformation:

• TV remains a strong lead medium
• Digital video channels are used strategically to close performance gaps

Of course, it’s also important to note that high-quality creatives play a crucial role in enabling a campaign to reach its full potential.