GoalA leading auto manufacturer set a goal to increase sales for a specific line of vehicles. They wanted to reach TV and Digital consumers most likely to buy the vehicles.
TargetHouseholds most likely to purchase the vehicle, including Likelihood to be in Market for a New Vehicle, Likelihood to be in Market for a New Pickup Truck.
Addressable TV: Different creatives were shown to different households, according to target segments chosen by client.
IP Targeting: Pre-roll videos and display ads were delivered to the same TV household segments.
Incremental Sales Lift
Exposed buy rate
Unexposed buy rate
- HHs exposed to both TV & Digital delivered the highest conversion rate
- Digital increased target HH reach by 10 percentage points
- Incremental Revenue = $4M
- ROI = $10.46/dollar spent
NY DMA. Targeting data source: IHS Markit. Conversion analysis based on set-top box and Digital ad exposure matched to Experian sales data. Incremental Lift = (Exposed buy rate – Unexposed buy rate)/Unexposed buy rate.