Working with agency partner MediaCom, outcome media company Xaxis, DFS wanted to understand the incremental reach it could drive by measuring the impact online video has on TV. The seasonal campaign was designed to drive brand uplift and successfully reach its target audience, no matter their environment and browsing mindset. Its intelligent capabilities created an agile campaign that utilised a range of digital devices, YouTube channels, ad formats to engage audiences and produce quantifiable results against marketing objectives. Launched on 21st December 2020 and running until 31st January 2021 — one of the most competitive times of year for retailers’ digital advertising efforts – the campaign showed how online video and linear TV could complement each other. Powered by Xaxis’ proprietary artificial intelligence tool Copilot, Xaxis’ programmatic integrated video solution – which incorporates brand safe access to YouTube pre-roll ads as well as pre-roll ads across a portfolio of quality news and lifestyle publishers, and high-performing in-app environments – optimised the DFS Winter Sale campaign to maximise reach with target audiences, utilise premium ad inventory, and meet the brand’s custom KPIs: favourability, search lift, and purchase intent. The campaign drove online search activity for DFS’ products, generated more than 13.7 million unique impressions and provided learnings that will help shape future AV planning.