BMW was working with Matlock Advertising and Public
Relations, their agency for the African American market, to promote the launch of their all-new, re-designed BMW 3 series, one of their most popular and best selling models. A car redesign is a big undertaking, and BMW was looking to drive favorability for the new line. Matlock teamed up with Adfusion, a content-based online advertising platform, and leveraged their Panoramic ad, which integrates original content, multimedia, custom functionality and social media, to create an immersive and interactive brand experience. Matlock and Adfusion sought real-time brand metrics to assess how effective the unit was at driving brand favorability. Solution Matlock and Adfusion turned to Vizus Ad Catalyst solution to get a real-time understanding of the brand-building effectiveness of their custom content campaign, and its performance against the primary marketing objective favorability. Vizus Ad Catalyst solution is the leading choice of brands, agencies, and publishers to measure and optimize the effectiveness of online brand advertising campaigns across a broad array of industry sectors, including Automotive. COMPANY BMW and Matlock, with Adfusion CAMPAIGN Promote the launch of the all-new, redesigned BMW 3 series BRANDING OBJECTIVE Favorability Results Matlock and Adfusion leveraged Vizus real-time Ad Catalyst solution to measure and optimize Brand Lift in favorability while the campaign was still running, and maximize the ROI of the campaign. Specifically, Matlock and Adfusion used Ad Catalyst to: > Review creative, site, frequency, and lifetime performance in real-time > Identify the ad frequency level that drove the highest Brand Lift. Just one exposure to the Panoramic ad drove 109.8% lift. > More than double brand favorability, driving an overall 111.3% lift amongst those that viewed the BMW 3 series Favorably and Very Favorably > Show that the creative not only positively influenced favorability, but also decreased neutral or unfavorable opinions by 82.9% amongst those who were exposed to the creative. AD CATALYST CASE STUDY Automotive Marketing Success Story: Matlock Drives Favorability in African American Market for New BMW Line 42.7% 90.2% Not Exposed to Advertising Exposed to Advertising 111.3% LIFT FAVORABILITY BRAND LIFT Vizu gives us real-time insights into campaign ROI. Everyone with a stake in the outcome of a brand advertising campaign should be leveraging Vizu's brand ad effectiveness platform. - Edward Rutland, EVP & Managing Partner, Matlock Advertising and PR Effective Online Brand Advertising for the Automotive Industry
For most consumers, buying a car or truck is a major decision, and one of the largest they will make with regards to allocating their disposable income. Automotive marketers need to invest heavily in shaping consumer brand opinions and attitudes on an ongoing basis. Just as importantly, these marketers also need to know their advertising is driving the desired result, Brand Lift, in order to justify their investment. Leveraging the same Brand Lift measurements used in the offline world, automotive marketers can take advantage of a unique aspect of the online medium to maximize their return on advertising spend the availability of real-time brand performance data on the overall campaign, and on the creative, placement, and frequency levels driving that performance. In the absence of this key data, millions of dollars can be wasted because advertisers are spending in the wrong places or on the wrong creative executions. True measurement techniques to assess and optimize the effectiveness of ad campaigns have proven elusive for the industry. Until now.
Vizu Corporation | www.brandlift.com | sales@vizu.com | 415.362.8498 | San Francisco, New York, Chicago, Los Angeles Key Takeaways
> Informative and/or educational creative can be very effective at driving brand metrics for automotive campaigns. > Automotive campaigns often focus on brand funnel metrics, which must be measured against appropriate Brand Lift metrics. Direct response metrics such as clickthrough rate are irrelevant. > Real-time data on campaign effectiveness is key to optimizing branding campaigns to ensure they deliver desired results. Vizus Brand Advertising Effectiveness Platform Brand advertising effectiveness simplified reach the right people, influence their opinion. Vizu Corporation (www.brandlift.com), a Nielsen company, provides an enterprise technology platform that allows our customers to do just that, and is utilized by leading brands, agencies, DSPs, ad networks, and publishers to optimize the effectiveness of their brand building efforts. The Vizu platform supports the measurement and optimization of all key processes in the advertising lifecycle, from audience profiling to campaign measurement and benchmarking. "At the end of the day, we need to measure and optimize audience and impact, ensuring we are driving the desired Brand Lift metric against our clients target audience. The Vizu platform allows us to work with our agency partners to do just that. - Josh Madigan, Vice President, Adfusion Optimizing Brand Lift and Growing Sales with Vizu Vizu Ad Catalyst Vizu Ad Catalyst is the first real-time campaign measurement and optimization solution that allows brand advertisers to quickly and cost- effectively improve the performance of their brand advertising campaigns, increasing effective media spend and maximizing the value of their advertising investment. Leveraging an intuitive dashboard, advertisers can measure and optimize the performance of a campaign against its primary marketing objective in real-time. The performance of the key components driving overall Brand Lift creative, targeting, and frequency are also highlighted, providing opportunities to improve campaign performance. Ad Catalyst, part of Vizus Brand Advertising Effectiveness Platform, can be used as a stand-alone or in conjunction with Audience Incite, the industrys first real- time audience characterization solution.