Mazda Canada wanted to drive mass reach and awareness for the Mazda CX-70. Their agency, Mindshare Canada, also sought to understand the impact of using the Quantcast Advertising Platform to reach unique audiences. 

To address Mazda’s core objective, Mindshare ran a video campaign targeting third-party audiences via Oracle as well as Quantcast’s proprietary affinity audiences, focused on in-market automotive consumers and interest-based categories. To gauge impact, they used Brand Lift Live by Quantcast™, initially measuring ad recall. However, a month into the study, the results were flat, unless very high frequency was utilized, and only third-party audiences showed any lift. To gain better insights, the Quantcast team suggested shifting the question to awareness in the second month.

With this pivot, Mazda instantly saw stronger lift results, specifically driven by the Quantcast audiences—and with much lower frequencies. By running an awareness survey instead of ad recall, Mindshare was able to see a real-time behavior lift while going after unique audiences. Mazda achieved a 16% awareness lift (much higher than the automotive benchmark of 11%) with an optimal frequency of 2 times per week. In contrast, third-party audiences had high ad recall but no gains in awareness. Quantcast’s first-party data identified Mazda’s most qualified audiences to maximize performance efficiencies.