Case Study
Elaina Opare, Digital Manager, The Media Store
More efficient CPL
conversions from cookieless advertising (with 30% budget allocation)
Industry
Automotive
Brand
Hino
Product
Cookieless, Creative Solutions, Quantcast Advertising Platform
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.
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.
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.
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