In an effort to research the impact of multi-digital-place-based advertising network campaigns, the Digital Place-based Advertising Association recently developed a multi-network campaign for the Tri State Ford Dealers in the New York DMA, details of which were unveiled at the DPAA Summit – Video Everywhere as p[art of NYC #DpbMedia Week.
A Ford Dealers’ market-wide television buy initiative had generated increased reach and more efficient pricing, along with significant efficiencies in planning and execution.
DPAA teamed up with Tri State Ford and its agencies Retail First, the retail marketing division of WPP’s Team Detroit, and Kinetic, to create a multi-network DpB platform that was designed to deliver digital video impressions to hard-to-reach, light TV and auto intender viewers for six weeks during Q4 2013.
DPAA worked with its member networks to aggregate targeted impressions with full coverage across Tri State Ford’s desired geography. DPAA also created technical, creative and media standards in order to facilitate the execution of a single buy.
Research conducted by Phoenix Marketing International showed significant improvement in upper-funnel metrics after only two weeks: brand awareness and unaided awareness among primary auto decision makers increased by approximately 30%. Many brand attribute metrics also improved, including overall positive impression, trustworthy, good value and technologically advanced consumers.
Deena Woodrow, senior vice president, Team Detroit, says, “Positive impact to the media plan was achieved immediately. A25-54 GRPs increased 30% and reach increased 24%, along with the significant improvement in upper-funnel metrics reported by Phoenix Marketing.”
DPAA also measured lower-funnel benchmarks in order to provide Tri State Ford with an opportunity to optimize its DpB messaging strategy on an ongoing basis. These metrics included: visited Ford website, visited dealer website, visited dealer, took a test drive and took advantage of a promotion or offer.
Barry Frey, president and CEO of DPAA, says, “This was an historic milestone for our industry as we enabled Tri State Ford and its agencies one-stop-shopping of digital place-based media. The initiative provided ease, scale and coverage to all involved. This pilot program was an unqualified success and provides us with extremely valuable learnings as we work toward next steps in multi-network sales.”
The DPAA Summit ‘Video Everywhere’ theme was adopted to reflect the rapid shift to a video agnostic world in which planning and buying are no longer tethered to television alone. Consumers are encountering video content everywhere; out of home, in specific venues and on the go. Digital place-based media stands out for its ability to reach consumers at the moment of truth on the way to making brand and purchase decisions.