Case Study - Eyeview · Rover Dealerships, and delivered a tailored experience showcasing...
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Case Study Eyeview’s Personalized Video Technology increases advertising effectiveness for Land Rover. Challenge Copyright © 2011 eyeviewdigital Inc. All Rights Reserved. [email protected] | www.eyeviewdigital.com Land Rover’s challenge was to deliver a broadcast quality online video advertising campaign that would effectively increase brand awareness across Tier 1 and Tier 2 objectives and generate leads and foot-traffic to local dealerships. Solution Eyeview and Mindshare developed a cross-tier video strategy to deliver personalized, hyper-locally targeted messaging throughout the consumer journey. Eyeview targeted viewers based on their unique data sets and physical distance from Land Rover Dealerships, and delivered a tailored experience showcasing sequential, personalized video ads featuring maps of local dealers. Each ad was hyper-locally targeted to viewer’s within a 15-mile radius of local dealerships, effectively bridging the gap between Land Rover’s national and local advertising objectives. Eyeview targeted media for key audience segments, and delivered personalized video messages accompanied by local dealership maps, based on each viewer’s exposure and engagement with Land Rover’s online campaign and distance from local dealerships. Initial messaging was focused on branding, while consecutive messages gradually focused on local Land Rover retailers and incentives, following the consumer throughout his journey. Before and during sales events, this local, dynamic messaging also included a countdown to specific dates, maps of local dealerships and real-time offers per dealer in each market. In addition, Eyeview included and tested different ‘Call To Action’ buttons, and optimized media and CTAs for best performance throughout the campaign. User data was collected and an additional layer of “Smart Message” retargeting was implemented for users who performed specific actions on the Land Rover website. Results 715 unique personalized videos were served in 49 markets, with a 97% personalization rate. Land Rover achieved a 50% lift in Brand Awareness, 53% lift in Purchase Consideration and an 18% lift in Post Impression Activity. The ability to target personalized video and engage viewers throughout the camapign with relevant messages allowed us to escort them throughout the purchase funnel, substantially increasing both brand awareness and online KPI’s. ’’ ‘‘ Derek Topel, Partner, Digital Director, Mindshare. See Summary Video Personalized ad Original TV ad (control group) 46.39% 30.93% 50% Lift Brand Awareness Favorable Responses in % 34.64% 22.58% Personalized ad Original TV ad (control group) 53% Lift Purchase Consideration Favorable Responses in % Regional Call Out Count Down to Sales Event Hyper-Local Targeting to consumers within 15-mile radius of local dealerships Featured local dealership within 15-miles of viewer Optimized Call to Action See online demo
Transcript of Case Study - Eyeview · Rover Dealerships, and delivered a tailored experience showcasing...
Case StudyEyeview’s Personalized Video Technology increases advertising effectiveness for Land Rover. Challenge
Copyright © 2011 eyeviewdigital Inc. All Rights Reserved. [email protected] | www.eyeviewdigital.com
Land Rover’s challenge was to deliver a broadcast quality online video advertising campaign that would effectively increase brand awareness across Tier 1 and Tier 2 objectives and generate leads and foot-traffic to local dealerships.
SolutionEyeview and Mindshare developed a cross-tier video strategy to deliver personalized, hyper-locally targeted messaging throughout the consumer journey. Eyeview targeted viewers based on their unique data sets and physical distance from Land Rover Dealerships, and delivered a tailored experience showcasing sequential, personalized video ads featuring maps of local dealers. Each ad was hyper-locally targeted to viewer’s within a 15-mile radius of local dealerships, effectively bridging the gap between Land Rover’s national and local advertising objectives.
Eyeview targeted media for key audience segments, and delivered personalized video messages accompanied by local dealership maps, based on each viewer’s exposure and engagement with Land Rover’s online campaign and distance from local dealerships. Initial messaging was focused on branding, while consecutive messages gradually focused on local Land Rover retailers and incentives, following the consumer throughout his journey. Before and during sales events, this local, dynamic messaging also included a countdown to specific dates, maps of local dealerships and real-time offers per dealer in each market. In addition, Eyeview included and tested different ‘Call To Action’ buttons, and optimized media and CTAs for best performance throughout the campaign. User data was collected and an additional layer of “Smart Message” retargeting was implemented for users who performed specific actions on the Land Rover website.
Results
715 unique personalized videos were served in 49 markets, with a 97% personalization rate. Land Rover achieved a 50% lift in Brand Awareness, 53% lift in Purchase Consideration and an 18% lift in Post Impression Activity.
The ability to target personalized video and engage viewers throughout the camapign with relevant messages allowed us to escort them throughout the purchase funnel, substantially increasing both brand awareness and online KPI’s. ’’‘‘
Derek Topel, Partner, Digital Director, Mindshare.
See Summary VideoPersonalized adOriginal TV ad(control group)
46.39%
30.93%
50% Lift
Brand AwarenessFavorable Responses in %
34.64%
22.58%
Personalized adOriginal TV ad(control group)
53% Lift
Purchase ConsiderationFavorable Responses in %
Regional Call Out Count Down to Sales Event
Hyper-Local Targeting to consumers within 15-mile radius of local dealerships
Featured local dealership within 15-miles of viewer
Optimized Call to Action
See online demo
