Toyota has 130 local dealers in the Netherlands. The company wanted to deploy online display advertising around its annual winter campaign. This time they wanted to test whether an online display campaign through multi-advertising produces better results than a regular online display campaign. They asked us to roll out a Multi-Advertising campaign and compare the results with the winter campaign of the year before.
Toyota allocated each dealer an advertising budget based on their size. With multi-advertising we were able to set individual advertising budgets per dealer, that would be spent in their own catchment area.
Using dynamic banners, we linked a different local message to each dealer, with their address and information. This created 130 local tailored campaigns that were managed from a single campaign at national level. This provided a clear gain in efficiency. Based on the consumer’s location when he or she visits a website, the campaign of the nearest dealer was activated, this way consumers always saw a banner of a Toyota dealership nearby, with a corresponding local message.
Compared with the campaign the year before …
- … the ads were more relevant to local consumers and thus more effective.
- … more clicks on the ads and more traffic to the website.
- … local dealers were happier, because the attention of consumers in their catchment area was raised
- … Toyota had more control over the 130 local campaigns and the budget allocation