Retained by the agency of a national candy brand, NÜ designed and orchestrated a premium omnichannel programmatic strategy that simultaneously improved reach, exposure quality, and budget efficiency.
The Objectives
· Maintain controlled frequency
· Optimize budget efficiency
· Ensure high viewability
Our Methodology
Context
The campaign ran from October 20 to December 21, 2025, with a programmatic placement budget of $61,200, representing a portion of the overall media budget.
Activated Setup
- YouTube Ads
- Programmatic Video (OLV)
- Programmatic Display
- DOOH
Strategic Challenge
Activating multiple levers without creating cannibalization between them.
Performance Indicators Tracked
Impressions and Unique Reach
Viewability Rate
Frequencu
Qualified Actions
Average CPM
Performance Results
CPM:
The initially estimated CPM was $16.50.
Result: -27% vs. estimate, generating approximately +35% additional impressions.
Viewability:
The media proposal targeted viewability optimization at ≥70%.
The programmatic campaign achieved an average viewability of 90.01%.
Frequency:
With an average frequency of 2.47 in programmatic, the setup is consistent with a brand awareness strategy:
- Broad reach
- No excessive ad pressure
- Natural progression through the funnel
5 037 873 impressions delivered
2 043 117 unique individuals reached
90,01 % average viewability
Average frequency: 2,47
637 qualified actions
average CPM: 12,05 $ (target: 16,50 $)
Key Takeaways
The Differentiating Factor: Overlap Control
The complementarity analysis of media levers in Quebec shows an observed overlap of 6.5% across Display, OLV, and YouTube. This means:
- Each lever contributed to expanding reach.
- The majority of reach came from exclusive exposures
- Ad pressure remained controlled.
A deliberate architecture, not an assembled one
NÜ structured the setup with a clear role assigned to each channel:
- YouTube : Audience extension and completed view volume (≈90% completion rate).
- OLV : Strong message retention (≈88% completion rate).
- Display : Strategic repetition and lowest CPA in the Quebec setup ($42).
- DOOH : Contextual presence through proximity.
This complementarity prevented over-concentration on a single lever.
A structured premium programmatic approach
This project illustrates the value of a structured premium programmatic approach:
- Omnichannel architecture must be actively managed.
- Incremental reach must be measured.
- Budget efficiency is compatible with premium inventory.
- Real viewability strengthens the impact of every dollar invested.
