Unlock Growth with Advanced Media Measurement

Challenge:

Mars, a global leader in consumer packaged goods (CPG), faces the ongoing challenge of navigating an ever-evolving media landscape. With a growing number of media channels, platforms, and privacy regulations, Mars requires a robust way to continuously test and measure media effectiveness across multiple countries and product lines—particularly in pet food and confectionery. The primary challenge is to ensure that media investments consistently drive sales impact and that campaign effectiveness is accurately assessed.

Insights:

Circana partners with Mars through a tailored MediaLift solution, providing in-depth insights into campaign-level sales lift and ROI performance. Leveraging Circana’s advanced test-and-learn measurement methodologies, Mars rapidly assesses media tactics and strategies that are often challenging to capture in econometric studies. This approach allows Mars to track media campaign effectiveness across platforms like Spotify, TikTok, and Snapchat. MediaLift enables Mars to explore new audience solutions, validate emerging media platform performance, and adapt seamlessly to a dynamic media environment.

The collaboration emphasizes:

• Understanding media’s role in driving sales.
• Implementing test-and-learn strategies to navigate the cookie-less landscape.
• Optimizing campaign setups to maximize performance and impact.

Results:

The ongoing partnership between Mars and Circana leads to continuous improvements in media effectiveness, equipping Mars with essential insights for refining their media strategies. Circana’s MediaLift solution helps Mars to:

1. Increases sales lift and ROI across campaigns.
2. Gains a competitive edge by adapting swiftly to new media platforms.
3. Enhances decision-making for media investments with validated performance data.
4. Positions itself to strategically manage media spend by identifying high-impact channels and tactics.

This collaboration between Mars and Circana exemplifies a long-term partnership focused on sustained success in a complex and shifting media landscape.