The Contribution of Retail Data in Total Video Campaigns: A Case Study
What Are the Benefits of Retail Data?
The campaign conducted with Zuegg (the product being “Zero Zuccheri Aggiunti” – No Added Sugar) provides compelling insights from several perspectives. These insights were gathered through the simultaneous activation of attention measurement (IAS Lumen) and brand lift study (Happydemics) within the Ad-tech stack of Adwise (our group’s tech company), via The Trade Desk.
These measurements were applied to an omnichannel video campaign where the target audience was built – in part – using retail data. “This is an area where we’ve invested heavily in 2024, including in R&D,” explains Alessio Di Bartolo, Managing Director at Adtelier and CEO of Adwise. “And thanks to the collaboration with Zuegg, we were able to observe the lift generated specifically by the use of retail data – built from multiple sources and with Circana data at its core, enriched by location intelligence and purchase history in the grocery sector.”
According to measurements from Happydemics, results for brand preference and consideration saw double-digit increases compared to the previous year’s campaign.
Among those exposed to the campaign, preference – meaning the likelihood of consumers choosing a specific brand when faced with multiple options – increased by 30 points (a 200% rise compared to 2024), while consideration rose by 22 points (6 times higher than in 2024). Moreover, both metrics rank in the top decile (top 10%) compared to the entire corpus of Food & Beverage campaigns in the Happydemics benchmark.
“The integration of third-party tools into the Adwise stack, harmonized with our proprietary algorithmic and AI-driven solutions at both the data strategy and post-campaign measurement level,” continues Alessio, “gives us a unique and tangible machine-to-machine view, from setup through to post-campaign analysis. In this case, with identical omnichannel communication, retail data appears to provide a strong boost in purchase intent – understandable, but not predictable, which reassures us about the campaign’s construction. Additionally, we’ve found that on digital devices and formats – including connected TV – where it’s possible to activate truly behavioral targeting, the role of the device and format is more neutral: it’s defined instead by the nature of the data itself. Let me clarify: here, the same device or media that carries linear TV content can almost become a performance channel thanks to the profiling choices enabled by retail data and location intelligence.”
These results, according to Happydemics, “confirm the effectiveness of a consistent, data-driven approach. The use of retail data allowed for a more focused impact, thanks to improved targeting accuracy. Furthermore, repeating the campaign generated even greater value over time. The brand image score increased from 8 to 30 points, and the positive perception of the ad nearly doubled between the two waves—a clear demonstration of how sustained brand-building efforts can generate lasting impact and contribute to long-term growth.”