What happens when an American car and truck manufacturer wants to test the effectiveness of addressable TV advertising?
The answer is 2 control groups, identical media weights, a 5% hurdle rate, and a 25% increase in sales.
They took two sets of households: One was random, and the other consisted of those who intended to purchase in the next six months.
They ran identical media weights for both groups – one addressable, the other not - and tracked them both.
Anything over the 5% hurdle rate would be a win for addressable.
- In sales of all vehicles of that brand, the addressable group outsold the control group by nearly 6%.
- In sales of all trucks, the addressable group outsold the control group by over 20%.
- In sales of the specific truck they advertised, the addressable group outsold the control group by over 25%.
Now that’s traction for vehicle sales and addressable advertising!