Case Study
BYD powers maximum reach and brand lift with a cookieless campaign
"Cookieless inventory is imperative to drive maximum reach and broadcast BYD’s brand message to the biggest audience possible, but it’s pointless to target these environments if you can’t measure the effectiveness. Through Quantcast’s Brand Lift Measurement solution, we were able to deliver and measure this incremental reach and act on it for future campaigns.”
David Wreford-Glanvill, Head of Media, BYD
Brand awareness lift
Brand awareness lift with 18-34 year olds
Founded in 1995 as pioneers in battery technology, BYD's mission is to change the world by creating a complete, clean-energy ecosystem that reduces the world's reliance on fossil fuels.
Industry
Automotive
Brand
BYD
Product
BLL, Cookieless, Quantcast Advertising Platform
Challenge
BYD, the world’s leading manufacturer of new energy vehicles, wanted to increase brand awareness of BYD SEAL, a mid-size sedan with an ocean-inspired design. To navigate the cookieless web and ensure successful campaign measurement, through their agency RocketMill, they sought an adtech partner that would enable them to find and effectively engage the over 50% of online audiences that had been unreachable before.
Solution
RocketMill found the perfect solution with Quantcast. To showcase the BYD SEAL, they ran a Quantcast-designed rich lightbox format that offered interactivity and the option to learn more about the SEAL model’s innovative features. Then, Quantcast conducted a Brand Lift Live (BLL) awareness study to assess the impact of BYD’s cookieless advertising on premium sites suited to their target audience.
Results
The campaign resulted in a significant awareness lift of 12%, post-exposure to the cookieless ad set, which peaked at 46% after a few weeks. The campaign had the greatest impact on 18-34-year-old audiences with a 47% awareness lift and was also effective in reaching women and college graduates.
From Insights to Optimization:
Beyond identifying their ideal audience, BYD's campaign revealed that larger creatives on desktop devices performed best. This valuable insight will inform future campaign optimisation.
“Without the ability to deliver and measure across cookieless inventory, we leave a huge amount of opportunity on the table. Understanding this via Quantcast’s Brand Lift Measurement Solution allowed us to look at which demographics for BYD this impacts highest and adapt how we buy and who for.”
Ben Norville, Senior Programmatic Director, RocketMill
The Partnership
