TriHonda Dealers Measure 29% Sales Lift and 912 Cars Sold Through Eyeview Video Campaign
The TriHonda Dealers Association has partnered with Eyeview on its latest video ad campaign to sell an estimated incremental 912 cars for the association's dealers. These additional cars represent a 29% increase in car sales over the three-month period.
"Making our ads more relevant to the consumer increases the likelihood of engagement and increased performance, and with Eyeview technology, we've proved that in one of the largest and most competitive markets in the nation," says Lee Certilman, Executive Board Member of the NY TriHonda Dealers Advertising Association (DAA). "We've closed the loop on our advertising effectiveness, resulting in the DAA achieving a $7.83 return on our ad spend."
Eyeview, using its 1-to-1 video marketing technology that optimizes for sales, leveraged consumer data, local dealership information and audience geo-targeting to deliver different personalized content for each consumer. In total, 8,800 video variations were created and shown directly to TriHonda Dealers' potential car buyers.
"The TriHonda Dealers Association needs to make sure its advertising budget is not only building their brand but also selling cars," says Oren Harnevo, CEO, Eyeview. "This campaign proved again how video can be used not just for brand awareness but also to drive immediate car sales at the dealerships."
J.D. Power measured offline sales for the campaign using O2O Analytics. O2O Analytics uses a patented privacy-safe methodology to combine online consumer activity and offline automotive sales data collected by the Power Information Network®(PIN) from J.D. Power. Using a control/exposed methodology, J.D. Power is able to measure sales performance for consumers exposed to the Eyeview video vs. similar consumers from a control group who were not exposed.
"The unique power of O2O Analytics is that it matches online shopping behaviors with actual new- and used-vehicle retail transaction data. The TriHonda and Eyeview results demonstrate that using O2O Analytics, auto makers and dealerships can now tie their digital video advertising to actually driving cars off the lot," says Arianne Walker, Senior Director of Marketing Analytics at J.D. Power. "O2O Analytics offers unparalleled speed, depth and transparency in measuring the effectiveness of digital marketing, against the KPI that matters most to marketers – actual vehicle sales."
Eyeview is a video advertising technology company and the market leader in providing brands with ROI on their video advertising spend. Eyeview's VideoIQ® platform infuses consumer, brand and retail data into a results-driven decisioning engine to programmatically deliver 1-to-1 personalized video. VideoIQ provides best-in-class access to highly viewable and guaranteed fraud-free inventory across television, desktop, tablet and mobile. Eyeview's platform can be provided as a managed service by Eyeview's team of analysts, video producers, and campaign experts or through a self-service interface.
Headquartered in New York City, with offices in L.A., Detroit and Chicago, Eyeview works with hundreds of brands and their agencies across Retail, CPG, Auto and Travel.
About JD Power
J.D. Power is a global marketing information services company providing performance improvement, social media and customer satisfaction insights and solutions. The company's quality and satisfaction measurements are based on responses from millions of consumers annually. Power Information Network (PIN) from J.D. Power has revolutionized the automotive industry by collecting and analyzing real-time transaction-level data for new and used vehicles. PIN's data and analytics help automakers and dealers manage risk, monitor metric performance and improve business results. Headquartered in Costa Mesa, Calif., J.D. Power has offices in North/South America, Europe and Asia Pacific. For more information on car reviews and ratings, car insurance, health insurance, cell phone ratings, and more, please visit www.JDPower.com. J.D. Power is a business unit of McGraw Hill Financial.