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Case Study: Dominos UK
What Domino's Presented at Google Accelerate Measurement UK: Finding the Cross-Channel Frequency Ceiling
How Dominos UK proved the impact of brand advertising and optimised its media mix with Beatgrid
Key Stats
Metric | Finding |
Cross-channel frequency ceiling at which brand metrics plateaued | 4× |
Cross-channel audience overlap | 2.4% |
Measurement approach | Single-source, deterministic, person-level |
DV360 vs Beatgrid frequency variance | 0.01% |
Market | United Kingdom |
The Challenge
Domino’s UK runs media across a complex mix of channels — linear TV, CTV, YouTube, and digital video. The individual channel reports came back looking healthy.
But there was a question those reports couldn’t answer: across all of these channels combined, who was actually being reached, how often, and was the spend working?
Within-channel frequency data reflects impressions within each channel, not exposure across them. There is no mechanism inside per-channel reporting to show whether the same person was reached once or eight times across the full campaign. Allocation decisions made on that basis are made without a complete picture.
Domino’s built a measurement stack designed to answer these questions independently. Beatgrid was brought in to measure cross-channel reach and frequency overlap from real people — deterministically, across the full media mix.
The Approach
Beatgrid’s passive Audio Content Recognition (ACR) technology — embedded in a panel of real UK consumers — detected Domino’s ad exposures across every channel simultaneously. Single-source, deterministic, person-level measurement — no modelling, no device-level inference.
This produced a unified view of three things that within-channel reporting cannot surface on its own:
- Deduplicated reach — how many unique people were actually exposed across the full campaign
- Cross-channel frequency — how often each person was reached across the full mix, not per channel
- Channel overlap — the proportion of audience reached by more than one channel
The same panel and methodology that Beatgrid deploys for brand lift measurement — ensuring consistency across both reach and brand response metrics on the same campaign.
A further validation point: Beatgrid’s cross-channel frequency measurement showed a variance of just 0.01% against DV360 data, providing independent confirmation of measurement accuracy.
The findings were presented by Lewis Kimber, Senior Media Manager at Domino’s, at Google’s Accelerate Measurement Event in London, alongside Domino’s broader measurement philosophy of third-party validated, independent ROI.
The Results
Cross-channel frequency ceiling: 4×
Brand metrics plateaued at 4× cross-channel frequency — measured across the full media mix simultaneously, not per platform. Beyond four combined exposures, additional impressions produced no measurable uplift in brand response.
Knowing where the ceiling sits changes the allocation question. Instead of asking how much to spend on each channel, the question becomes: how do we cap cross-channel frequency at 4× and redirect the remaining budget toward genuine incremental reach? That is a different plan than the one you build without this data.
Cross-channel frequency ceiling: 4×
Brand metrics plateaued at 4× cross-channel frequency — measured across the full media mix simultaneously, not per platform. Beyond four combined exposures, additional impressions produced no measurable uplift in brand response.
Knowing where the ceiling sits changes the allocation question. Instead of asking how much to spend on each channel, the question becomes: how do we cap cross-channel frequency at 4× and redirect the remaining budget toward genuine incremental reach? That is a different plan than the one you build without this data.
Why it Matters
The cross-channel frequency ceiling and the low overlap figure are only visible through single-source, person-level measurement. Within-channel data cannot surface either finding:
- Cross-channel frequency requires aggregating exposure across all channels simultaneously — not channel by channel
- Overlap requires seeing the same person across channels simultaneously
Beatgrid’s deterministic ACR methodology makes both visible — from real panellists, not modelled estimates or device graphs. The result is an extremely robust cross-media measurement foundation that supports genuine media allocation decisions: where to cap, where to reinvest, and which channels are earning their budget.
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