Toyota marketers for the Gulf States region ran an addressable TV ad campaign last year that connected TV ads to dealership visits. In June and July, Gulf States Toyota targeted 652,000 households in Arkansas, Louisiana, Mississippi, Oklahoma and Texas based on data showing they were in-market car shoppers.
Working with partners such as audience data provider Experian, addressable TV ad seller AT&T AdWorks, and mobile location data firm NinthDecimal, the regional Toyota marketers were able to measure whether the TV ads led to an increase in foot traffic to dealerships by monitoring how many anonymized mobile devices associated with the targeted households showed up in stores. Pleased with the results, the regional Toyota marketer is planning to launch a similarly hyper-targeted campaign this summer.
What Brands Need To Do
This is the latest example of how brands can leverage the latest ad tech development in offline attribution to better measure their campaign performances. As more and more brands come to realize the importance of location data in measuring the full impact of digital campaigns, 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. More brands may benefit from this trend and work with ad tech partners and consumer data providers to more accurately measure the real-world impact of their TV and digital campaigns.