LAS VEGAS — Toyota dealerships in five US states now know exactly how many people were driven to their showrooms by TV ads, after an addressable TV campaign worked on by vendors in marketing data and mobile location.
In June, Gulf States Toyota, which comprises 150 dealerships, targeted 652,200 AT&T/DirecTV viewers believed to be in-market for a new Camry in Arkansas, Louisiana, Mississippi, Oklahoma and Texas.
But the dealer conglomerate didn’t stop there. Using data from Experian Marketing Services and geo-location capabilities from mobile data vendor NinthDecimal, Toyota was able to identify how many people exposed to the TV ads actually made a trip to their local dealer – or, in fact, to any dealer.
“We were able to prove that people exposed to that TV ad actually were … 19% increase over control (group)… they actually went to the Toyota lots,” Experian Marketing Service product marketing director Brie Pinnow tells Beet.TV in this video interview.
“They not only used Experian data for a brand addressable campaign across the AT&T/DirecTV footprint,”
“But, together with NinthDecimal and their mobile footprint, we were able to use geo data to actually tell a story that says, ‘While we wait for this sales data to come in and understand if people actually went to purchase a Toyota, can we at least understand what car dealership lots they went to, did they go to a Toyota lot, did they go to a GMC lot?’
AdAge reports NinthDecimal gathers data on 150 million mobile devices each month through relationships with publishers of around 75,000 apps, and quotes Gulf States Toyota as saying the campaign was “definitely the first time that we had held any kind of media accountable to physically going into a dealership”.
As media agency IPG’s Media Lab writes: “This is the latest example of how brands can leverage the latest ad tech development in offline attribution to better measure their campaign performances. … More and more ad platforms such as the ones from Google, Facebook, and Snapchat have all made efforts to team up with location data providers and improve their capability in tracking offline attributions.”