Goal
To increase sales for target models by reaching TV and Streaming consumers in-market for these type of vehiclesTarget
Households In-Market for a Sedan, AWD, and SUVSolution
Addressable TV: Target only the households in the two chosen segments
Addressable Streaming: OTT ads were delivered to the same TV household segments
TV360: Target segments were used to inform the linear media plan
Results
Incremental Sales Lift
Exposed buy rate
Unexposed buy rate
32%
- Within their respective competitive classes, each target model experienced a higher share of sales within the exposed group (exposed to TV & Streaming) compared to the unexposed group
- 25% of exposed households saw 11+ ads, however, these households accounted for 38% of exposed purchases – thus greater frequency resulted in additional sales
- The campaign is the winner of the 2023 Cynopsis Measure Up! Award for Outstanding Attribution.
Sources
Source: Data from Experian, Nissan Sept-Oct'22. Exposure Window: 09/16/22-10/31/22. Attribution Window: 09/16/22-11/30/22. Base MSRP was used to calculate Net Incremental Revenue. Estimated incremental revenue earned per ad dollar spent = Net Incremental Sales Revenue / Ad Spend