A campaign for Roger Beasley Hyundai, created by DR Advertising and submitted by Spectrum Reach, won the 2022 Advanced Advertising Award for Best Use of Multiple Platforms.
The dealer campaigned with a public-based data-drive multi-platform approach in its Austin market, while taking a more traditional approach in San Antonio. The campaign in the Austin market generated 342% more visits to the Roger Beasley Hyundai website and 72.2% more conversions.
Spectrum’s first-party viewing data was aligned with IHS Markit’s automatic registration data, and using Spectrum Reach’s AudienceApp, a multi-screen TV campaign was designed to reach the best customer prospects. The Austin campaign used 24% more network and achieved a 10% lower CPM.
The Advanced Advertising Innovation Awards will be presented in New York on September 12 at the Top for advanced ads.
A campaign for DriveTime, the used car buying site, submitted by iSpot.tv, won the 2022 Advanced Advertising Award for Best Use of Data; The Show Next Door, a program created by Roku sponsored by Maker’s Mark, won the Advanced Advertising Innovation Award for Best Branded Content and a Pedigree pet food campaign, conducted by MediaCom and submitted by OpenAP, won the Advanced Advertising Award for Best Definition of Target Market
The winner of the Advanced Advertising Innovation Awards for Best Campaign will be named and presented at the Advanced Advertising Summit on Wednesday.
Spectrum’s first-party viewing data was aligned with IHS Markit’s automatic registration data, and using Spectrum Reach’s AudienceApp, a multi-screen TV campaign was designed to reach the best customer prospects. The Austin campaign used 24% more networks and achieved a 10% lower CPM than the San Antonio campaign.
The Austin schedule used streaming TV, adding 45% more range compared to linear TV alone. The proportion of streaming impressions reaching a unique, unadulterated audience not shown on linear TV was 67%.
The Austin campaign reached 23% more households. Extended range was complemented by increased frequency in Austin as the schedule continued to run.
