Strategy
Success
We ran display banners for four different auto brands, combining several different targeting strategies, such as domain retargeting, behavioral targeting, and audience-based site targeting. Datalogix implemented tracking tags on our campaigns to identify users exposed to the ads throughout the three-month campaign flight. They also built a similar audience of unexposed users to function as a control group. DLX then matched both groups of users against Polk’s anonymized DMV data to determine which group of users saw greater sales lift: the users exposed to ads or not exposed to ads? They measured this by calculating a buy-through rate (BTR), which is total vehicle sales divided by total households exposed.
DLX Buy-through Rate (BTR) Sales Activity Compared to Audience Exposed to a Campaign
÷ Total Brand Vehicle Sales
= Total Households Exposed
Datalogix’s BTR Index
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In all four brand campaigns, the households exposed to our ads were more likely to buy a car than the households who weren’t exposed to our ads. Auto brand 2 saw particular success with a BTR index of 213 — 85 points higher than the control group index of 128 for that market. This study showed that Goodway’s digital advertising successfully aided our clients in selling cars.
To learn how Goodway can help you drive reallife results through digital advertising, contact us at info@goodwaygroup.com. goodwaygroup.com