Davis Elen Advertising First to Use Harmony Reach & Frequency, Delivers 28% More Incremental Reach to Clients

Davis Elen Advertising, an independent agency which has counted Toyotal among its clients for five decades and McDonald’s for six, aimed to push beyond industry standards to improve frequency management for its clients across all digital video ad investments, which included a combination of programmatic and direct IO buys. 

The industry’s persistent challenge of siloed, one-to-one frequency caps for each publisher results in a fragmented view of ad delivery with limited actionability. It also leads to TV viewers seeing the same ads repeatedly (we’ve all been there). In this less-than-ideal reality, Davis Elen saw an opportunity to collaborate with Innovid to pull actionable learnings into their programmatic activation, increasing campaign effectiveness for two clients: McDonald’s of Southern California and The Southern California Toyota Dealers Association.

Strategy

Using Innovid’s Harmony Reach & Frequency solution — which is part of the Innovid Harmony Suite, 2024 AdExchanger Award Winner for “Most Innovative TV Advertising Technology” — Davis Elen Advertising harnessed a holistic view of household frequency intelligence across the full media portfolio of each of their clients.

“Innovid Harmony is one of the greatest things we’ve seen come out of the industry in the last few years. It gives advertisers true control over their buys, with equitable data views that we didn’t have before,” said Drew Olkowski, Davis Elen Advertising, VP-Media Planning & Analytics.

“The solution has been critical to guaranteeing incremental awareness through quality impressions and cost efficiency, while also minimizing ad fatigue – especially for our local clients balancing national campaigns,” added John Papadopoulos, Davis Elen Advertising, Partner, Head of Media.

Because Innovid was already the primary ad server for McDonald’s of Southern California and the Southern California Toyota Dealers Association, we had a universal view of household exposures across each publisher, device, region, and buy-type.

Innovid was able to automate these intelligence signals to the DSPs that McDonald’s and Toyota each chose to work with. This allowed Davis Elen Advertising to apply real-time targeting logic to find incremental reach, eliminate unnecessary, duplicative ad impressions, and reduce CPMs.

Results

By becoming the first agency to use Harmony Reach & Frequency, Davis Elen deepened their partnership with Innovid to combat the industry’s most blaring blind spots — bridging the gap between understanding and action and optimizing ad delivery to the ideal frequency. 

Innovid Harmony Reach & Frequency enabled Davis Elen to:  

• Boost Incremental Reach. Harmony Reach & Frequency redirected budgets to underexposed households, yielding an incremental unique household reach of +28% compared to historical campaigns. 
• Optimize Cost Efficiency. Applied to bid logic, Harmony Reach & Frequency combined campaign insights from the Innovid ad server with unique first-party data sets, finding high-value impressions at the most cost-efficient bid. The improved bid strategy yielded an average CPM savings of 35%.
• Improve Audience Experience. Davis Elen Advertising helped McDonald's of Southern California and the Southern California Toyota Dealers Association minimize audience ad fatigue from repeat messaging, thereby fostering better brand association. 

Ultimately, Davis Elen on average delivered these results to its clients: 

• +28% Incremental Reach
• 35% Average CPM Savings

‍Read the complete case study.