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Case Study

Hino Motors cost-efficiently drives performance in cookieless environments

Hino Motors cost-efficiently drives performance in cookieless environments
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“Our partnership with Quantcast allowed us to test their cookieless solution to reach males aged 25-54 in Australia, effectively driving awareness and consideration for Hino's models. The results were outstanding, surpassing our performance benchmark with a CPL 23% less than we expected. We also leveraged Quantcast's rich media creative executions with a 3D Cube, which was instrumental in achieving these results, providing us with valuable weekly insights and saving us time and resources. We are exceptionally happy with the outcomes and the support from the Quantcast team throughout the campaign.”

Elaina Opare, Digital Manager, The Media Store

23%↑

More efficient CPL

42%↑

conversions from cookieless advertising (with 30% budget allocation)

Established in 1942, Hino Motors operates in over 90 countries and regions, creating area-specific transport solutions. Hino Australia is one of their major territories and success stories.

Industry

Automotive

Brand

Hino

Product

Cookieless, Creative Solutions, Quantcast Advertising Platform

Challenge

Hino Motors, a commercial vehicle manufacturer that specializes in area-specific transport solutions, sought to drive awareness and consideration of their brand in Australia. The first point of contact with the brand is always the website and the dealer. Both experiences have to be great and deliver low cost leads. To meet their objectives of driving ‘Find a Dealer’ conversions at a lower CPL, their agency was interested in testing out cookieless advertising. 

Solution

The Media Store recognized an opportunity to cost-efficiently expand their client’s reach by leveraging Quantcast’s cookieless solution to connect with the 57% of the open web not otherwise addressable. They split Hino’s budget 70/30 between cookie’d and cookieless environments, using the same setup, targeting, and creative, so they could compare the results. To find Hino’s ideal audience, they used lookalike audience modeling, based on the ‘Find a Dealer’ pixel on their site, targeting males 25-54. With a rich media display parallax 3D cube creative, built by Quantcast’s team, they showcased different Hino models and messaging.

Results

Leveraging real-time data, The Media Store was able to make continuous optimisations, including rigorous domain quality management, to drive a 23% more efficient CPL than Hino’s goal. With only 30% of the campaign’s budget allocation, the cookieless activity achieved 42% of the campaign’s total conversions, outperforming their benchmark. 

From Insights to Optimization:

Quantcast provided The Media Store team with weekly insights on campaign delivery and performance, optimisation opportunities, and audience analytics. They gained a deeper understanding of the demographics of their converting audience and the domains that resonated with them. While their target audience was male, they found that most of the campaign’s converting audience were female (54%), which validated TMS’s hypothesis that a female tradesperson segment is a viable audience. This data provided further proof to expand targeting in the future to a female audience.

The Partnership

Brand: Hino
Established in 1942, Hino Motors operates in over 90 countries and regions, creating area-specific transport solutions. Hino Australia is one of their major territories and success stories. Hino focuses on light and medium trucks to small business and enterprise clients. They were the first brand to launch a fully EV truck to market and continue to innovate in line with Australian needs.
Agency: The Media Store
The Media Store is one of Australia’s largest independent media agencies. TMS lives to reimagine media. Australians spend 75% of their waking hours with media; it is intrinsically linked into customers’ lives. The pace of change has never been this fast, nor will it ever be this slow again. TMS lives to unlock this ever changing landscape for their clients.
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