What was the role of digital within the media mix?
In this campaign, human input merged with big data to allow the automotive brand to make more strategic decisions and drive efficiency. For instance, KoaTM is an AI product designed to help advertisers use data-driven insights to plan, forecast and buy digital media more effectively. Its forecasting engine is built on The Trade Desk’s data set – including nearly nine million queries every second – to help buyers extend audience reach and spend more efficiently. Together with the prediction, planning and interface tools, the approach taken meant that the trading of digital media was optimised to drive success for the automotive brand.
reduction in cost
The campaign resulted in a 29% reduction in cost per leads compared to previous bursts of activity for the electric vehicle.
The DMP audience lookalike modelling also led to the discovery of an entirely new segment, comprising philanthropic and education jobs. This brought additional value to the client that will work to its advantage in future campaigns.
What’s more, the agency achieved lower bids for poor-performing sites after applying KoaTM site bid factor recommendations to the campaign.
Overall, it was clear that data-driven insights were delivering better planning, smarter buying and stronger performance for the automotive brand.
In a sentence...
How a global automotive brand uncovered a new audience for its electric cars whilst decreasing cost per acquisition and inventory costs.