Mobile and OTT Success Story
Growth in Sales
With this campaign, the automotive group saw an increase in sales by 11% and a 5% growth in foot traffic at their pre-owned car lots.
Growth in Foot Traffic
This client is a privately-owned automotive group employee located in the Boston DMA, operating 12 new car lots and 4 pre-owned lots with over 1,200 employees. Its inventory includes brands such as Buick, Chevrolet, Chrysler, Dodge, Ford, GMC, Jeep, Kia, Mazda, Nissan, Ram, Subaru, and Volkswagen.
Due to the size of the automotive group, the main challenge for the client was calculating the foot traffic and sales that were being lost to competing auto dealers. The client wished to include more digital outreach tactics to better target potential customers and increase sales across its different lots.
For this client, we implemented a Mobile In-App Targeting campaign as well as an OTT Outreach which would best reach its intended audiences. This initiative was implemented across all brands and included:
For the mobile portion of the campaign, we used polygonning technology which targets mobile devices within a digitally drawn precise border. The following tactics were implemented:
- Device Targeting:
Targeting mobile devices seen in the client’s location and conquest targeting the dealer’s competitors, local home improvement stores, and local outdoor sporting stores.
- Device Matching:
Targeting mobile device similar to those seen in the client’s select list of competing locations.
- Audience Targeting:
Targeting premade mobile “Automotive” and “Household Decision Maker” audiences.
- Campaign Retargeting:
Targeting the users who previously click on their mobile in-app ads to continue retargeting them through mobile location-based targeting.
For the OTT portion of the campaign, we targeted adults 18-54. This campaign served hyper-targeted zip codes within the Boston DMA. Additionally, we implemented an outreach campaign to the greater New England area to expand reach as well as awareness.
Through this campaign, the automotive group experienced excellent results. Overall, sales across all lots and brands improved. The client informed us that it had an 11% growth in sales within the first month of the campaign. As the campaign continued, the client continued to report an upward trend in sales. Additionally, the different lots reported an increase in foot traffic by almost 5%. Many customers mentioned seeing the ads on their mobile devices as well as on their OTT devices.