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Belong Achieves Efficient Incremental Reach with Beatgrid’s Cross-Media Audience Measurement

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Industry

Telecommunications

Challenge

With a fixed budget and an ambitious goal — extending reach to Australia's 40+ audience across both BVOD and linear TV — Belong and OMD needed more than intuition. They needed deterministic, cross-media measurement that could validate what was working and guide smarter investment decisions in real time.

Results

Beatgrid's single-source measurement gave OMD exactly that. Armed with precise audience data, they refined their buying tactics for the 40+ segment, optimized TV spot placement, and unlocked meaningful incremental reach across multiple Australian regions — all while saving over $100K in the process.

Key Product

BRANDBEAT, REACHBEAT, FOOTFALLBEAT

www.belong.com.au
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About Belong

Belong is an Australian telecommunications brand offering mobile and home internet services, known for its simple, no-frills plans and value-focused positioning. As a sub-brand of Telstra, it operates on Australia's largest mobile and broadband networks while targeting cost-conscious consumers with transparent pricing and a digital-first customer experience. Belong also differentiates itself through a strong commitment to sustainability, being one of the first certified carbon-neutral telcos in Australia

Campaign Objectives

Beatgrid partnered with OMD on measuring Belong’s cross-media campaigns. The objective was to measure if extended reach could be realized with the same or at a lower budget.

Key Takeaways

Beatgrid results quantified the audience we are able to reach by changing our buying parameters to a 40+ audience.

Thanks to this, OMD was able to optimize their strategy to ultimately buy more efficient and cost effective TV spots.

Results

Beatgrid’s single-source cross-media audience measurement made it possible for OMD to measure and validate the different buying tactics across channels in different regions in Australia.

The results were compared with the previous media strategy. The optimized channel strategy for the specific audience segment resulted in a few hundred thousand dollars in savings on the campaign.