DoubleVerify, the industry’s media effectiveness platform that leverages AI to drive superior outcomes for global brands, unveiled results in enhancing Sensodyne’s YouTube campaigns. Leveraging DV’s Scibids AI technology, Sensodyne, a top-tier brand of oral healthcare products under Haleon, a global leader in consumer healthcare, has transformed its campaign performance, resulting in a boost to brand impact and cost-effectiveness.
“DV’s Scibids AI is an essential tool for optimizing campaigns with custom algorithms. It enables us to analyse millions of variables and adapt bidding strategies in real time for thousands of campaigns. By providing Sensodyne a significant edge in the digital advertising arena, we’re excited to continue our collaboration to further enhance their advertising strategies,” Samir Karpe, Scibids group director- India, DoubleVerify, said.
The collaboration between DV and Haleon on Sensodyne underscores the transformative power of AI-driven solutions in optimising digital advertising campaigns and achieving results. The partnership showcases the effectiveness of DV’s Scibids AI in maximising campaign reach and efficiency but also highlights the potential for advancements in brand marketing strategies.
“Scibids AI consistently achieved a 100% reach on target for all our activated campaigns. Every rupee invested in DV’s Scibids AI yielded an average of 4.5 times the investment made without their assistance. The efficiency level aligns with our goals for profitable YouTube investments,” Shalini Kumar, area media lead, Haleon ISC, said.
Over the second half of 2023, Haleon leveraged DV’s Scibids AI to develop custom algorithms designed to enhance the effectiveness of their YouTube marketing efforts for Sensodyne. This involved a comprehensive test spanning 584 campaigns, where DV’s Scibids AI was applied to maximise target reach for each one.
A typical YouTube campaign generates billions of data combinations that are impossible for any human to manually review. Through AI technology analysing enormous datasets, learning from patterns, making predictions and providing actionable outputs, allowing for dynamic adjustments of bid models throughout the campaigns, maximising campaign reach while generating media efficiencies. These efficiencies empowered Sensodyne to broaden its reach within the planned budget, outperforming previous ROI benchmarks. The campaigns witnessed remarkable outcomes through extensive testing, including improvements in the productivity of Haleon’s teams while achieving substantial cost savings.