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In a digital landscape where every impression counts, brands are looking for solutions that not only increase visibility but also improve efficiency. Display & Video 360 (DV360), Google’s most advanced programmatic media buying platform, has become a key ally in achieving these goals. Two recent cases—Unilever in Argentina and BBVA in Mexico—show how media control, unification, and optimization can lead to tangible results.
Unilever Argentina: Optimized Frequency, Greater Reach
Efficiency is a priority for Unilever, and DV360 was already part of its ad tech stack for managing multichannel campaigns. However, the challenge was clear: avoid overexposure and increase effective reach. In collaboration with Google and Matterkind (programmatic trading desk), the brand tested frequency control using DV360’s Reach Report to evaluate how efficiently exposure limits per user could be set across campaigns running on YouTube, Display, and third-party video providers.
After just one week of testing, the results were striking: Unilever increased its reach by 30% and unified frequency across all digital auction-based channels. This strategy not only optimized media spend but also improved the user experience by reducing repetitive ad exposure.
BBVA Mexico: Media Efficiency to Drive Financial Inclusion
BBVA Mexico faced a different but equally complex challenge: increasing brand awareness in a country where fewer than 40% of the population has access to financial services. Together with media agency Mindshare, the bank turned to DV360 to centralize digital media buying and optimize its Q4 branding campaign, “Financial Health.”
Their goal was ambitious: reduce media spend by at least 26% without sacrificing reach. The strategy paid off. Thanks to fully consolidating direct transactions within DV360, BBVA not only met its efficiency targets but also reinforced its position as a leader in financial education and inclusion.
The Key: Connect, Optimize, and Scale
Both Unilever and BBVA found in DV360 a solution to scale multichannel campaigns with greater control and efficiency. From managing frequency to consolidating media, these cases show how technology can enhance campaign performance without compromising creativity or reach.
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