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CarStore

Leveraging programmatically bought CTV to boost brand awareness and drive inquiries for Lithia

Our mission was to elevate top-of-funnel brand awareness for Lithia (previously known as Pendragon) owned brands and drive engagement with the Evans Halshaw, Car Store, and Stratstone websites through a multi-channel strategy, ultimately generating attributed enquiries. 

Although CTV (and buying it programmatically) is a relatively new medium, we recognised its ability to replicate the big-screen impact of linear TV in a more targeted way. Therefore, our goal was to incorporate it into our strategy to boost the performance of established channels and achieve our objectives comprehensively. 

What we did

We used Quantcast’s Demand Side Platform to target CTV devices by leveraging interest-based and lookalike targeting, informed by insights from on-site activity and previous display campaigns. Our focus was on lower funnel metrics, utilising Quantcast’s extensive network of online user data.

What we did

To drive enquiries, we implemented a programmatic display retargeting campaign to engage audiences who had viewed CTV ads in a traditional display format. This dual approach allowed us to cater to both upper and lower funnel objectives effectively.

The CTV campaign delivered an impressive 97% VTR at a highly efficient CPCV of £0.04, demonstrating strong viewer engagement. Following this, display ad retargeting drove a significant uplift in enquiries (+25% vs. plan) at a notably low CPA (-32% vs. plan).

Our insights from the Funnel Impact Report in Quantcast further highlighted a dramatic shift in user behaviour when exposed to CTV ads. Users retargeted with display ads were 51% more likely to visit the site and an astounding 280% more likely to convert after engaging with our CTV activity.

  • £0.04

    CPCV

  • 97%

    VTR

Our work

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