RMB Achieves Increased Audience Reach Potential with 1plusX

Background

To help prepare for a third-party cookieless future, Régie Média Belge (RMB) wanted to explore creating a more sustainable audience reach strategy for advertisers on public broadcaster Radio-télévision belge de la Communauté française (RTBF) digital properties.

As a multimedia sales house, RMB specializes in commercializing advertising space across TV, radio and digital media properties for Belgium’s French-speaking community. It was critical that RMB could continue to build high-quality audiences that met or exceeded advertiser on-target expectations – without relying on third-party cookies or other identifiers.

Approach

RMB decided to put the advanced AI and machine learning capabilities of 1plusX’s first-party data management platform to the test. Starting with RTBF’s consented audience data, predictive modeling was applied to enhance the data and fill gaps such as age and gender. RMB was also keen to explore the platform’s inbuilt profile quality scores to ensure they could build and activate quality audiences balanced with highly accurate reach potential.

Outcomes

This approach liberated RMB from relying on third-party cookies or browsing history to build quality audiences and create relevant segments. When trialing a campaign for a major CPG advertiser, RMB was able to successfully demonstrate increased audience size for the target A18-34 demographic that was nine times above the previous reach potential.

Being able to successfully segment and deliver audiences at speed and scale without relying on third-party cookies allowed RMB to secure ongoing campaigns and double year-on-year revenues (2H 2021).