How VGZ outsmarted its competitors and embraced Spotalytics
The last quarter of the year is an important period for health insurers. During these last months, consumers are going to reorient and new customers can be brought in. This year, VGZ welcomed 200.000 extra insurers. We’re talking with Gita Oorburg. As Senior Marketing Communications Adviser at VGZ, one of the largest health insurance companies in the Netherlands, she is well aware of the great opportunities this period offers. The high market pressure in the last months of the year requires a sophisticated media strategy. Obviously TV and radio are an important part of this. In order to deal with media planning and budget as effectively as possible, Gita reached out to Mediasynced.
This way managing TV planning finally feels much more dynamic and we experience more control. If you see a deviation, you can act upon it right away.
A short introduction
“Gita Oorburg. I am working at Cooperative VGZ for almost 7 years now. First as Corporate Communication Advisor and the last 2 years as Product Owner of a multidisciplinary marketing team. We are responsible for the positioning and the campaigns of VGZ and Bewuzt.”
How did you become acquainted with TV attribution? And why is it interesting for VGZ?
“My colleague from Business Intelligence made me aware of Mediasynced’s solutions for TV attribution. At VGZ we want to substantiate everything with data. So this discovery came in very useful. The question on how TV and radio affect your website visits, was always a mystery. With Spotalytics we can make that transparent. It enables me to determine a clear, data-based ROI of all deployed resources.”
“The in-flight adjustment of our TV campaign is of great value as well. A good example: in our initial strategy, a great deal of our TV effort was planned at broadcaster RTL. However, during the campaign we observed that relatively more website visitors were generated by commercials on SBS. We then opted to adjust the TV commitment at RTL and partly transfer it to SBS, to significantly increase the impact.”
How was your media agency involved in this process?
“Initially, we invited both Mediasynced and our agency M2Media to review the insights together. By getting to know each other, the communication lines are short, which benefits the collaboration. With access to the results in the Mediasynced platform, M2media was able to apply the insights right away. They received a free hand in implementing these optimizations. In addition, they were not only compensated by reach (GRPs), but by increase of website visits as well. This way, we create the possibility to shift within the agreed packages.”
Jasmijn Bouwmeester | Client Service Director at M2Media:
“We used the Spotalytics data to strengthen the media tactics and efforts during the course of the VGZ campaign. By interpreting current insights the right way, we have been able to position the VGZ campaigns even more sharply in this peak period. As an independent agency, we are able to switch quickly with broadcasters. This enables us to quickly adjust the TV planning on channel, block and program level per target group. Taking website traffic as the main objective for your TV campaigns and being able to anticipate on this KPI, made this collaboration very relevant and successful for us!”
What are the best insights and optimizations you can share?
“We were positively surprised that the effect of TV and radio ads on website visits could be made so clear. It is also very valuable to optimize during and after the TV campaign. This way managing TV planning finally feels much more dynamic and we experience more control. If you see a deviation, you can act upon it right away.”
“During the analysis of the total effect of our TV campaigns, it easily became clear which specific parts of the strategy of VGZ in 2018 have been very successful. We finally obtained a clear image of our TV ROI, translated to website visits as detailed as daily level.”