Case Study: ConAgra Foods improves viewability, brand lift and ROI with comScore vCE

Proving and Improving the Effectiveness of Digital Advertising

ConAgra Foods, a major North American packaged-food company, faced a major measurement gap: many digital ads were not reaching the intended audience or being seen. A baseline comScore vCE audit showed only 25% of impressions hit the target demo and just 50% were viewable, prompting ConAgra to change how it negotiated and monitored online campaigns.

ConAgra and its agency, Spark Communications, began requiring comScore-validated guarantees for viewability and in-target delivery, gave publishers access to in-flight vCE data for optimization, and used vCE results in post-campaign reconciliation and marketing mix models. The shift drove strong gains — attribute awareness lift up to 70% and purchase intent lift up to 30% — plus ROI improvements: incremental sales volume per impression rose 74% for viewable impressions and incremental volume per dollar spent increased 39%.

ConAgra Foods

Heather Dumford

Global Marketing Director