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State of the Screens

TV’s Next Act: Targeting Ads at Yogurt Lovers and Home Buyers

By May 2, 2018No Comments

Who is Zicam? Zicam is a cold and allergy relief brand.

What did they do differently? Zicam moved 60% of it’s television budget away from age/gender targeting and towards consumers most receptive to cold-medicine pitches.

What were the results? Zicam estimates an 8% lift in sales.

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.