The Digital Place-based Advertising Association has developed its first and largest multinetwork campaign for an advertiser with a "landmark" pilot program for the Tri State Ford Dealers in the New York DMA, according to an announcement from the DPAA.
Details of the DPAA's first multinetwork campaign developed for an advertiser were unveiled today in conjunction with the sixth annual DPAA Summit, "Video Everywhere," in New York City. The pilot program was conducted for the Tri State Ford Dealers in New York, New Jersey and Connecticut. The initiative generated increased reach and more efficient pricing, along with significant efficiencies in planning and execution for their market-wide television buy, the Association said.
DPAA teamed up with Tri State Ford and its agencies Retail First, the retail marketing division of WPP's Team Detroit, and Kinetic to create a multinetwork DpB platform that was designed to deliver digital video impressions to hard-to-reach, light TV and auto intender viewers for six weeks during Q3 2013, the announcement said.
DPAA worked with its member networks to aggregate targeted impressions with full coverage across Tri State Ford's desired geography. DPAA also created technical, creative and media standards in order to facilitate the execution of a single buy.
According to the announcement, research conducted by Phoenix Marketing International showed significant improvement in upper-funnel metrics after only two weeks: Brand awareness and unaided awareness among primary auto decision makers increased by about 30 percent. Many brand attribute metrics also improved, including overall positive impression, trustworthy, good value and technologically advanced consumers.
Team Detroit Senior Vice President Deena Woodrow said in the announcement, "Positive impact to the media plan was achieved immediately. A25-54 GRPs increased 30 percent and reach increased 24 percent, along with the significant improvement in upper-funnel metrics reported by Phoenix Marketing."
DPAA also measured lower-funnel benchmarks in order to provide Tri State Ford with an opportunity to optimize its DpB messaging strategy on an ongoing basis. These metrics included: visited Ford website, visited dealer website, visited dealer, took a test drive and took advantage of a promotion or offer.
"This was an historic milestone for our industry as we enabled Tri State Ford and its agencies one-stop-shopping of digital place-based media," DPAA President and CEO Barry Frey said in the announcement. "The initiative provided ease, scale and coverage to all involved. This pilot program was an unqualified success and provides us with extremely valuable learnings as we work toward next steps in multinetwork sales."
The DPAA Summit is being held at the Hilton New York with more than 500 industry executives — a majority from the brand and agency side of the business — in attendance, according to the DPAA. The "Video Everywhere" theme was adopted to reflect the rapid shift to a video agnostic world in which planning and buying are no longer tethered to television alone.
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