Case Study
Auto Trader’s CTV campaign drives 51% incremental reach over linear TV
"Our CTV campaign with Quantcast enabled us to expand our incremental reach by 51%, connecting with the growing number of cord-cutters who are only streaming their entertainment. By running campaigns on CTV as well as linear TV, we measurably broadened our audience pool and drove site visits.”
Grace Bailey, Senior Digital Marketing Manager, Auto Trader
Incremental reach
Auto Trader is the largest digital automotive marketplace for car buyers and sellers.
Industry
Automotive
Brand
Auto Trader
Product
CTV, Quantcast Advertising Platform
Challenge
As part of a new omnichannel strategy to expand and diversify their ad mix, Auto Trader wanted to launch a CTV campaign to drive incremental reach over and above their linear TV campaign.
Solution
With Quantcast, Auto Trader ran a broad reach CTV campaign that mirrored their linear TV buy, so that they could track incremental reach, as measured by Audience Project.
Results
Auto Trader’s CTV advertising successfully reached digital-only viewers who were unreachable across linear TV. The CTV campaign delivered 51% incremental reach, equating to 0.9% of the UK population. They learned that 18-34 year olds were the biggest digital-only audience with 74-77% of that group only addressable on CTV channels. On top of delivering incremental reach, the campaign drove significant site traffic at a very low cost per site visit (CPSV).
