No matter the form of media, the most effective advertising strategies start with data and a clear understanding of audience. And with the gradual deprecation of third-party cookies, access to aggregated and de-identified first party data will become increasingly critical.
Spectrum Reach, the advertising sales business of Charter Communications, and the experts within their automotive division, decided to take TV audience-based targeting, supported by aggregated and de-identified first party data, out for a road test. They partnered with advertising firm DR Advertising in Austin, Texas to show how audience-based targeting is the leading way to create efficiencies and get the best results from your ad campaign.
To do this, DR Advertising implemented a side-by-side market analysis in two cities with Roger Beasley Hyundai, a popular Texas car dealership with locations in Austin and San Antonio.
In Austin, they implemented an audience-based, data-driven targeting strategy, while in San Antonio, they took a more traditional approach that targeted customers based on age and gender alone. Austin also utilized a multiscreen buying strategy, so they could reach linear and streaming TV homes.
So… What happened?
Austin’s audience-based targeting outperformed San Antonio’s traditional strategy by a landslide.
• Reached 23% more households with a multiscreen approach
• Increased frequency by 35%
• Saw a 57% higher response rate
• Increased website traffic by over 300%
Targeted consumer reach matters. Understanding your customers’ needs matters. Spectrum Reach gets it. With local experts in over 90 U.S. markets and an award-winning in-house creative team, they know what it takes to build data-driven, multiscreen advertising campaigns that turn auto intenders into your customers.
Make the switch to audience-based targeting and see what it can do for your dealership.
Go to https://www.spectrumreach.com/industries/automotive to learn more.