The challenge
Audi is one of the world’s largest vehicle manufacturers, employing nearly 100K people worldwide and generating an annual revenue of more than 50M USD.
Audi San Francisco, a dealership serving the sixth-largest market in the US, with 7.7M residents in the Bay Area, appointed RTB House to run an awareness-building campaign for an offer on the Audi Q5 model.
‘RTB House recognised that luxury vehicle dealerships have an opportunity to move away from traditional media and target users via new and impactful Connected TV (CTV) and (Over-The-Top) OTT platforms. Online video ads maintain the feel of premium TV adverts while enabling companies to target customers much more precisely.
However, it can be difficult to maximize the value of data using basic Artificial Intelligence or Machine Learning. Measuring the engagement rate of CTV and OTT ads can also be tricky without the proper tech in place
The solution
Thanks to RTB House’s unique Deep Learning algorithm, it delivered a geotargeted CTV and OTT campaign to efficiently maximise reach across streaming content.
It produced high-quality creative with scannable QR codes embedded in the ads. These 15- to 30-second Streaming Video Ads for the Audi Q5 were shown in a format optimised for each end-user.
Campaign efficacy was also ensured by targeting users in the appropriate geographical area. Deep Learning algorithms also used contextual data to identify those most likely to engage with ads relating to the Audi Q5 offer.
The results
RTB House was able to target high-quality platforms and identify the top context categories. As a result, the cost per view was 25% lower than the industry average.
Analytics by MOAT have shown that 96% of measured impressions were viewed with a completion quality metric of 100%, while 96.36% of measured impressions were both audible and visible upon completion.
Audi San Francisco captured valuable leads via users who scanned the QR code. These users show strong interest and have a higher likelihood of conversion compared to organic or social clicks, making QR codes a powerful addition to existing ads.
This project was the first time RTB House or Audi San Francisco had utilised QR codes in this way.
“Here at RTB House, we are collaborative, flexible and innovative, delivering campaigns and results tailored-made to our clients’ needs,” said Łukasz Włodarczyk, VP of Programmatic Ecosystem Growth & Innovation, RTB House.
“RTB House delivered an excellent campaign driving awareness and purchase consideration across our target audience with CTV and OTT across premium networks. Not only did we see measurable traffic from QR code scans and clicks, but our CPV rate was more efficient that what we have seen across other solutions such as Facebook and YouTube,” said Andy Hansen, CEO, Royal Auto Group.
