An agency helped a car brand free up advertising spend for new growth opportunities by reaching their target audience at a lower cost, with less wastage

Agency case

Problem

The agency wanted to optimise its cost of reaching the right audience – in this case car intenders – in order to reduce budget wastage, and spend the upside on new growth opportunities.

Solution

Measure
Identify
Reach
Build

AudienceProject helped the agency collect insights from 12,000 users about their intentions to buy a new car through a custom survey. Using this seed data, AudienceProject built custom audiences for targeting based on the surveyed users, pushed the custom audiences to the agency’s DSP for campaign activation and finally measured and optimised the campaign performance focusing on hit rate in target group and eCPM.

Outcome

0

more impressions delivered in target group

0

potential reduction in advertising spend

The number of impressions delivered in the target group was 3X higher than with a similar campaign executed without a data-driven strategy. This gave the car brand the option of either continuing to reach 3X of eyeballs in the target group or free up +50% of their advertising spend for new growth opportunities.

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