Published February 2015
As part of a Boston Consulting Group study, Toyota worked with ZenithOptimedia, Performics and Vivaki, to test how using advanced targeting techniques enabled by a unified stack compare with using standard targeting techniques. Results were phenomenal.
With the Hybrid campaign we were looking to tell a series of complex stories to help bust the common myths about owning a hybrid. A single stack solution helped us to simplify a particularly complicated process and, crucially, give us the single customer view we needed to serve the right message, to the right person, at the right time. The approach proved hugely successful with us driving down the cost of our CPA by 58%, increasing CTR by 25% and lowering CPV by 26%.