Coty Unlocks Integrated Ad Insights

Challenge

Founded in 1904 in Paris, Coty is one of the world’s leading beauty companies, boasting a diverse portfolio of iconic brands such as Gucci, Burberry, CoverGirl, and Rimmel. As the beauty industry rapidly transitioned from traditional to digital advertising, Coty faced several challenges:

• Monitoring competitor advertising spend and Share of Voice (SoV) across digital and traditional platforms

• Aligning digital and traditional media strategies to optimize their ad spend effectively

• Customizing data to fit Coty’s unique internal taxonomy and ensuring its usability across teams globally

Coty needed a solution that could deliver accurate, adaptable, and holistic advertising insights to help them stay ahead of industry trends.

Solution: Sensor Tower’s Custom Data Feed Delivers Integrated Digital Ad Insights

Coty leveraged Pathmatatics Digital Advertising Insights, delivered through Sensor Tower's custom data feed. This enabled Coty to seamlessly integrate digital advertising data with additional metrics from offline sources, while matching Coty’s unique internal taxonomy and increasing the path to actionable, impactful insights, including:

• Improved Metrics Visibility: Coty measures key performance drivers, such as ROI, ROAS, CPA, and CPI. By viewing spend and impression data from their competitors’ ads, they can understand the tactics that work best, and how to optimize their own strategy accordingly. 

• Holistic Advertising Strategy: By tracking shifts in channel activations on platforms like TikTok and connected TV (Netflix, Hulu, Roku), Coty identified areas of opportunity to diversify their channel strategy over key seasonal periods, and gained confidence to increase spend on new channels where whitespace existed.

• Validated Decision-Making: SoV data facilitated hypothesis testing and validation, empowering Coty to make impactful, confident decisions during key holidays including Mother's Day, helping to solidify their market leadership.

Result: Faster time to actionable insights

In just one year of collaboration with Sensor Tower, Coty has dramatically improved their ability to align digital and traditional advertising strategies, optimize their ad spend, and stay ahead of industry trends. Leveraging Sensor Tower’s custom  data feed, Coty was able to successfully integrate both offline and online advertising metrics into one dashboard, helping them achieve:

• Comprehensive Market Insights: Coty combined Digital Advertising Insights from Sensor Tower with offline and traditional media metrics to gain a comprehensive view of competitor strategies, spend, impressions, and best performing ads.

• Optimized Media Buying Decisions: Sensor Tower’s insights enabled Coty to refine their media strategies, ensuring effective reach and high-quality engagement across digital and traditional channels.

• Customization for Internal Needs: Sensor Tower’s data, malleable to every brand’s requirements, was customized to fit Coty’s internal taxonomy. This customization facilitated cooperation, streamlined workflows, and ultimately accelerated the path to actionable, impactful insights.

With enhanced metrics visibility and tactical insights, Coty continues to lead the beauty industry confidently.