20% MORE SALES MAKES ADDRESSABLE TV ADVERTISING AN AUTOMATIC CHOICE FOR AUTOMOTIVE.

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.

The results?

  • 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!

6%

In sales of all vehicles of that brand, the addressable group outsold the control group by nearly 6%.

20%

In sales of all trucks, the addressable group outsold the control group by over 20%.

25%

In sales of the specific truck they advertised, the addressable group outsold the control group by over 25%.