We’ve worked with several auto advertisers in recent years to develop their addressable TV strategies.
Through our work, we’ve found that the majority of our auto advertisers use Finecast to supplement their traditional TV spend to:
- Increase awareness
- Drive response
- Improve brand perception
To achieve these goals, auto advertisers typically create bespoke creatives for each dealership and use a combination of third-party segmentation and proximity data to strategically match custom ads to regions, cities and even households.
- Create bespoke creatives for local dealerships
- Combine third party segmentation and proximity data
- Match custom ads to regions, cities and households
By layering proximity and drive time data, brands can target the relevant households that are within a specific distance to one of their dealerships. Once an ad goes live, local dealers can measure the increase in footfall to gain insights into how the ad affected viewer interest, decision and action.
Television has always been a powerful, one-to-many advertising play. According to BARB, it’s the number one entertainment platform for viewers, and over 81% is watched on a TV screen. A potent medium that enables brands to build relationships, tell a story and bring fame overnight, it’s used by automotive advertisers as a way to drive both short- and long-term business effectiveness.
TV and the way we view it is changing, and traditional TV advertising is coming under pressure as a result – especially when it comes to reaching young adults ages 16 to 44.
For the majority of brands within the auto industry, this is a key group to reach. Beyond targeting these relevant audiences, brands also want access to further socio-demographic insights and to understand who might be in the market to buy a car.
The power of Finecast
With Finecast TV, brands can leverage addressable targeting and optimization capabilities to reach their target audience at a postcode and household level. Brands are able to connect with audiences that previously have been inaccessible to the TV world, generating increased targeting efficiencies and reduced ad wastage.
Finecast TV provides advertisers with a single point of access to 100% addressable broadcaster quality inventory, regardless of what device viewers are using to connect. Providing advertisers access to viewers in a trusted and engaging environment.
The Millward Brown methodology looks at media exposure and expenditure by media channel (TV, Finecast, Display and Social), using control and exposed audience samples correlated with delivery by postcode to measure overlap of exposure. Our use of this methodology marks a UK first.
The Lightspeed methodology develops Finecast control and exposed audiences based on pre-screening questions that are specific to the devices and content that Finecast delivers to. Through prompted and unprompted survey questions, uplifts in brand metrics can be quantified.