Deliver integrated targeted messaging across linear addressable TV (ATV) and digital media within one, harmonious ecosystem to increase dealership visitation and sales for both the Dodge Charger and Dodge Challenger.
While many broadcast and technology companies are working on developing cross-screen capabilities, the philosophies vary greatly and don't offer seamless, deterministic solutions that span TV and all digital (desktop/tablet/mobile) devices. Of the offerings that do exist, there are minimal measurement capabilities and even fewer data partners who can accommodate this type of execution to provide tangible, scalable results.
We knew that if we wanted to get the results we wanted we needed to take matters into our own hands. We hypothesized that reaching our FCA consumer target both through household addressable TV and digital media formats would have the most positive impact via our metrics of success: sales, website visitation and dealership visitation.
Developing a proprietary first-to-market approach would be no simple task we needed to ensure collaboration across a variety of disparate teams to be lock n' step with the client. Having a strong foundation at the onset would be the key to our success.
By unifying the media efforts in the marketplace, we would be able to effectively target our "Auto-Enthusiast" audience and get them to the dealership - and better yet, behind the wheel.
We developed a cross-screen solution for our client through an agnostic, 100% in-house approach allowing for cohesive messaging across multiple media types and tactics in an addressable manner (1:1 at a household level) - targeting consumers exposed to the addressable TV (ATV) creative via a digital ad. This ultimately solved for a lack of unified media efforts across multiple digitally enabled devices.
In order to fully understand the consumer journey and prove the effectiveness of the creative message/ tactics (aggregated as well as in silo), we implemented three measurement KPIs:
-Sales Matchback: Analyze lift in sales for those exposed to TV, Digital, and both against a control group.
-Website Visitation: Understand the campaign's impact on website visitation for those exposed to TV, Digital, both, and a control group.
-Dealership Visitation: Evaluate lift in visits to the dealership for those exposed to TV, Digital, both, and a control group.
We first developed our team structures in order to effectively aggregate and analyze data sets across our digital and ATV team. Then we looked to potential partners in the space to assist with the execution.
Our addressable TV team worked with our partner media agency and client teams to formulate a media strategy for our target - the auto enthusiast. Meanwhile, our digital strategy team cross-trained with our ATV team members as the two disciplines became one integrated team. Through this process we arrived at some enlightening findings which led to our overall success: our once separate teams now had the ability to utilize the same data sets and leverage them for the same holistic execution.
Through our collaborative approach to data analysis and programmatic execution we brought better data, better insights, and ultimately a better understanding of our client's high value audiences.
So how did it all come to life?
We quickly learned that multiple media vendors were presenting their own unique and inconsistent definitions of what cross-screen meant; this showcased how fragmented the marketplace really was and why it was confusing for our agency partners and clients to navigate.
We determined we could build our own agnostic cross-screen solution based on the data connections we had previously identified. We met with media, data, and measurement partners to understand feasibility and created OUR OWN definition of what "cross-screen" meant. We were able to ultimately target those HHs who had been exposed to the ATV creative hosted by our partner Multi-Channel Video Program Distributor (MVPD), and serve them a convergent online ad, a first to market approach.
The Process Map:
Once we had alignment from all parties we navigated the complex ecosystem to bring all elements together. Our structure consisted of a data source provider (IHS Markit), a Multi-Channel Video Program Distributor (MVPD) TV Partner, a Demand Side Platform (DSP) - The Trade Desk - and top-notch measurement partners (Oracle and PlaceIQ) which operated independently but with close coordination at each step of the way.
See the included process map for the step by step process
We created a solution for unified messaging across multiple mediums and tactics in an addressable manner (1:1 at a HH level).
This solved for the lack of unified media efforts in the marketplace and allowed for retargeting of exposed addressable TV HHs across multiple digitally enabled devices.
IHS for targeting and measurement; Oracle for data transfer and measurement; PlaceIQ for measurement