GroupM, Kinetic, Xaxis
lift in aided ad recall
lift in brand perception
lift in brand behaviour
Mazda has always been at the forefront of marketing and media innovation and out of home has long been a brand play for not only Mazda but automotive companies worldwide.
As an early adopter to digital out of home, Mazda has continued to evolve alongside their advertising ethos: Test & Learn - Utilize Technology & Follow the Customer Journey.
Seeing a shift in car shopping behaviours where consumers were visiting dealerships less and researching online more frequently, the central campaign objective was to increase footfall traffic in Mazda dealerships across Canada. Addition to the main KPI, we were also tasked with finding a solution that would integrate performance and brand metrics.
Working closely with Kinetic, Hivestack built five custom audiences specifically within the platform, targeting various users across both the CX-5 and the higher end CX-9 models. Some of the criteria used to build these custom audiences included: lifestyle, geo-location, household income, consensus data and mobile IDs. Furthermore, two of the segments utilized both geo fencing and mobile IDs - to target Mazda enthusiasts - of devices observed at a volume competitor's dealership in the last 7 days.
We also analyzed anonymized mobile IDs to understand movement patterns at both points of interest - selected geofenced locations and DOOH locations - our team then created a custom score based on device concentrations between the geofence. Using the Hivestack bidder, the core engine of our DSP, programmatically bids on openRTB bid requests from SSPs when there is a high concentration of these MAIDs around the screen.
In short, the key components of our strategy was to build customized audiences, utilize contextual creative and integrate performance and brand metrics by adding a brand lift study.
Above and beyond DOOH, leveraging our custom audience segments, we also found a way for Kinetic’s TV partner, Finecast, to target those same audiences for their portion of the buy - from there we measured in store visitation with a FTA dashboard (optimizing month to month shifting to the best performance screens), and measured brand awareness metrics with our Brand Awareness dashboard.
Adding on the Brand Lift study really allowed the campaign to bring performance and brand metrics together - on this first slide we see a 7% increase in ad recall
A 21% lift in aided ad recall
On 24% lift in brand perception
3% lift in brand behaviour
The Foot Traffic study - which uses a control to show exposed device ideas around the targeted dealerships showed a 30% lift in foot traffic through the campaign period.
The platform found that 28% of the control group visited a Mazda dealership. At the same time, we saw 67% of the exposed group visit dealerships after being exposed to programmatic DOOH ads. Overall that means that the Hivestack platform drove a 30% lift in dealership visits. Delivering additional value creating an omnichannel programmatic campaign.
Even better - working together — Kinetic and Mazda used our custom audience data with their addressable TV partner Finecast to reach in market audiences at the purchasing stage during quarantine. Their own results showed a 8% increase in unaided brand awareness and +11 future purchase intent. By adding Finecast to this campaign across both programmatic DOOH and TV - it became one of the first truly omnichannel campaign grounded in programmatic DOOH and location based data targeting.