South Africa, March 20 -- The objective was clear: enhance media efficiency, improve performance, and maximise brand exposure for four of SAB South Africa's leading brands - Corona, Castle Lite, Brutal Fruit, and Flying Fish.

YouTube campaigns typically require separate budgets and manual optimisation for each format - bumpers, in-stream, in-feed, and shorts - often leading to inefficiencies. With VRC, we consolidated these formats into a single, AI-optimised campaign, allowing Google's machine learning to dynamically allocate spend in real time for optimal results.

Dentsu's role in delivering success

Results: Increased reach, lower costs, greater impact. The VRC test outperformed traditional campaign structures, delivering:

Why this ...