TV’s Next Act: Targeting Ads at Yogurt Lovers and Home Buyers

Who is Zicam? Zicam is a cold and allergy relief brand.

What did they do differently? Zicam moved 60% of it’s television budget away from age/gender targeting and towards consumers most receptive to cold-medicine pitches.

What were the results? Zicam estimates an 8% lift in sales.

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