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Follow on Google News | Goodway Group Releases New StudyCreating Real, Measurable Results with a Geo- and Intelligently-Targeted Display Campaign
The purpose of the multi-campaign study is to present a series of case studies performed at the automotive Tier 2 level that, when looked at collectively, demonstrate a strongly convincing correlation between certain online tactics and actual sales. The study compares the results between markets implementing an online campaign and those that did not, analyzes the media mix and creative treatments of various campaigns, and ultimately outlines lift in market performance when certain tactics are blended and aggregated. Some key findings include: KEY FINDINGS Setting up campaigns separately for each market is time consuming and impractical for many networks but doing so has shown measurable benefits and increased performance in these campaigns. All campaigns dedicated some portion of spending to Beep!’s proprietary BehaviorMatch™ Newer campaigns within the study deployed Beep!’s new Direct2Dealer™ Creative animation within all campaigns completed within seven seconds. Beep! has executed over 2,000 campaigns for Tier II dealer associations and found early on that short animation time drives better results. Correlation is not causation, but some trends are too strong to ignore. A fluid marketplace will never allow for all possible variables to be controlled outside of the one being studied. That said, the examples within the study account for every variable possible and eliminated any difference. Non-online media plans were constant across all markets, good-performing markets were compared to other markets of similar size and geography, and multiple non-similar markets showed sales lift against regional and national performance. With 11 examples of sales lift correlating with an online campaign which was the only difference in an advertising plan across multiple participating and non-participating markets, it is up to the reader to decide the importance of these studies. “Measuring a campaign’s success by conversions is important in showing dealers the value of online and a true return for what they’re spending,” said Goodway Group COO Jay Friedman. “Optimizing to conversions drove the online media success of these campaigns but also very clearly drove offline sales.” The “Creating Real, Measurable Results with a Geo- and Intelligently- ABOUT BEEP! AUTOMOTIVE Headquartered in Jenkintown, PA, and a brand within Goodway Group, Beep! is a 3rd party online advertising network which enables agencies and advertisers to advertise across hundreds of sites and subsequently optimize campaign results to ensure only the best performing inventory is being delivered within each campaign. For more information, visit www.beepautomotive.com About Goodway Group Goodway Group is a third-generation, 80-year-old marketing services company that owns and operates two ad networks, Beep! Automotive and IvyPixel. With more than thirty years of specialized experience in retail marketing, Goodway provides cutting-edge, turnkey marketing campaigns on a local, regional and national basis for the retail industry and also serves education and government clients. The company is dedicated to targeted marketing and is on the vanguard of one-to-one communications— The company headquarters are located in Jenkintown, PA, just 10 miles north of Philadelphia with regional offices located in Austin, Boston, Dallas, Chicago, San Francisco, Los Angeles, New York, Atlanta, Minneapolis, and Philadelphia. For more information, visit www.goodwaygroup.com End
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