Case Studies:AdSmart

AdSmart DDL + Luxury Auto

The challenge

Drive full-funnel impact

A leading luxury auto manufacturer wanted to leverage advanced targeting on linear TV to drive full-funnel impact for their brand.

The insight

Advanced TV influences brand metrics and site visitation

The impact of the advanced target campaign demonstrates a larger opportunity for auto brands to leverage data-driven linear TV buys to drive full-funnel impact.

The solution

Target auto intenders via national TV

We partnered with the client to run an AdSmart national TV campaign optimized across our portfolio to reach a custom “Auto Intenders” target instead of a traditional Nielsen demo. The Advanced TV Targeting campaign ran across 6 networks: Bravo, CNBC, E!, GOLF, MSNBC, NBC.

The results

NBCU commissioned custom studies to measure the impact of the AdSmart campaign on driving brand metrics (YouGov study), search engagement (EDO study), and site traffic (Data Plus Math study).
 
Brand metrics

HHs that watched NBCU maintained higher brand awareness throughout the campaign vs. HHs that did not watch NBCU
HHs that watched NBCU maintained higher ad awareness throughout the campaign vs. HHs that did not watch NBCU

Site visitation

+10%average search engagement rate lift (exposed to AdSmart vs. exposed to Other TV)
+12%overall site visitation lift (exposed to AdSmart vs. exposed to Other TV)
+31%in-target site visitation lift (exposed to AdSmart vs. exposed to Other TV)

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