Success Stories

Toyota accelerates sales with 4Screen measurement

Converged desktop, mobile, CTV, and TV optimizations increase consumer action rates

Toyota Success Story Using Amobee's 4Screen Measurement
Goal
  • Drive lower funnel KPI actions like “locate a dealer.”
  • Orchestrate mid-funnel TV placement to improve lower funnel digital spend.
  • Inform future campaign recommendations by knowing deduplicated reach, frequency, and household action rates across all screens.
Solutions
  • Activate digital advertising on Amobee’s DSP for desktop banners, digital video, and mobile.
  • Leverage 4Screen reporting to understand linear TV and digital reach and performance in near-real time.
  • Use 4Screen to optimize Toyota’s channel mix with better collaboration between TV and programmatic teams.
results

300%

Increase in household action rates when digital and mobile were combined with linear TV

5%

YoY increase in website KPIs

2%

YoY increase in year-to-date market share

As the country headed into a Covid lockdown, Toyota prepared for a dip in sales when stay-at-home orders decreased foot traffic and buyer intent. The leading auto brand turned to its trusted agency, H&L Partners, for new advertising innovations that would maintain sales for Toyota Dealers of Northern California when year-to-date industry sales were down by as much as 15.4%.

H&L Partners, a leader in combining data science and strategic storytelling, took a holistic approach to Toyota’s display, mobile, and linear TV investments. By implementing Amobee’s 4Screen reporting solution, H&L was able to track and verify the performance of its programmatic digital buys combined with scatter and Upfront linear TV investments.

With a unified view of the entire campaign, H&L analysts could clearly understand the relationship between TV and digital frequency at a household level and what drove customers to “locate a dealer,” “view inventory,” “custom build,” and “price inquiries.”

As a result, Toyota’s campaign saw a 300% increase in household action rates, with sizable gains in terms of both online KPIs and market share, including a 5% YoY website KPI increase, and a 2.0% YoY increase in year-to-date market share. Amobee 4Screen also enabled their TV investment and programmatic teams to work together to make optimizations and collaborate more closely on future media plan recommendations.

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