Addressable TV proves a cost-effective way to drive results for the UK’s leading car-buying platform
The UK’s biggest car-buying brand
Generate leads, build brand awareness and alter brand perceptions.
The brand’s first venture into TV advertising.
TV was an obvious choice for building brand equity and awareness around our new car-buying platform. To avoid wastage we looked at TV in a different way to how we may have tackled it previously – by using addressable or non-linear TV advertising – which ultimately could prove to be a more cost effective solution to target in-market audiences.
The results demonstrated addressable TV to be a highly cost-effective method of driving results.
Finecast TV ads cost just over three times that of paid social and five times that of online video (per view). Finecast ads had a very high buyer-to-enquiry ratio and generate 87% more enquiries than email, paid social, and display ads combined, and the ratio of car buyers attributed to addressable TV in relation to those making enquiries was very high at 69%. Each £1,000 spent on Finecast addressable advertising can be attributed based on postcode matching to an additional:• 28 Enquiries• 21 Car buyers