Overview

BMW was working with Matlock Advertising and Public

Relations, their agency for the African American market, to

promote the launch of their all-new, re-designed BMW 3

series, one of their most popular and best selling models. A car

redesign is a big undertaking, and BMW was looking to drive

favorability for the new line. Matlock teamed up with

Adfusion, a content-based online advertising platform, and

leveraged their Panoramic ad, which integrates original

content, multimedia, custom functionality and social media, to

create an immersive and interactive brand experience. Matlock

and Adfusion sought real-time brand metrics to assess how

effective the unit was at driving brand favorability.

Solution

Matlock and Adfusion turned to Vizu’s Ad Catalyst solution to

get a real-time understanding of the brand-building

effectiveness of their custom content campaign, and its

performance against the primary marketing objective –

favorability. Vizu’s Ad Catalyst solution is the leading choice of

brands, agencies, and publishers to measure and optimize the

effectiveness of online brand advertising campaigns across a

broad array of industry sectors, including Automotive.

COMPANY BMW and Matlock, with Adfusion

CAMPAIGN Promote the launch of the all-new, redesigned BMW 3 series

BRANDING OBJECTIVE Favorability

Results

Matlock and Adfusion leveraged Vizu’s real-time Ad Catalyst solution to

measure and optimize Brand Lift in favorability while the campaign was still

running, and maximize the ROI of the campaign. Specifically, Matlock and

Adfusion used Ad Catalyst to:

> Review creative, site, frequency, and lifetime performance in real-time

> Identify the ad frequency level that drove the highest Brand Lift. Just one

exposure to the Panoramic ad drove 109.8% lift.

> More than double brand favorability, driving an overall 111.3% lift amongst

those that viewed the BMW 3 series “Favorably” and “Very Favorably”

> Show that the creative not only positively influenced favorability, but also

decreased neutral or unfavorable opinions by 82.9% amongst those who

were exposed to the creative.

AD CATALYST CASE STUDY

Automotive Marketing Success Story: Matlock Drives Favorability in African American Market for New BMW Line

42.7%

90.2%

Not Exposed to Advertising

Exposed to Advertising

111.3% LIFT

FAVORABILITY BRAND LIFT

“Vizu gives us real-time insights into campaign ROI. Everyone with a

stake in the outcome of a brand advertising campaign should be

leveraging Vizu's brand ad effectiveness platform.”

- Edward Rutland, EVP & Managing Partner, Matlock Advertising and PR

Effective Online Brand Advertising for the Automotive Industry

For most consumers, buying a car or truck is a major decision,

and one of the largest they will make with regards to allocating

their disposable income. Automotive marketers need to invest

heavily in shaping consumer brand opinions and attitudes on an

ongoing basis. Just as importantly, these marketers also need

to know their advertising is driving the desired result, Brand

Lift, in order to justify their investment. Leveraging the same

Brand Lift measurements used in the offline world, automotive

marketers can take advantage of a unique aspect of the online

medium to maximize their return on advertising spend – the

availability of real-time brand performance data on the overall

campaign, and on the creative, placement, and frequency levels

driving that performance. In the absence of this key data,

millions of dollars can be wasted because advertisers are

spending in the wrong places or on the wrong creative

executions. True measurement techniques to assess and

optimize the effectiveness of ad campaigns have proven elusive

for the industry. Until now.

Vizu Corporation | www.brandlift.com | sales@vizu.com | 415.362.8498 | San Francisco, New York, Chicago, Los Angeles

Key Takeaways > Informative and/or educational creative can

be very effective at driving brand metrics

for automotive campaigns.

> Automotive campaigns often focus on

brand funnel metrics, which must be

measured against appropriate Brand Lift

metrics. Direct response metrics such as

clickthrough rate are irrelevant.

> Real-time data on campaign effectiveness is

key to optimizing branding campaigns to

ensure they deliver desired results.

Vizu’s Brand Advertising Effectiveness Platform

Brand advertising effectiveness simplified – reach the right people, influence their opinion. Vizu Corporation

(www.brandlift.com), a Nielsen company, provides an enterprise technology platform that allows our customers to do just

that, and is utilized by leading brands, agencies, DSP’s, ad networks, and publishers to optimize the effectiveness of their

brand building efforts. The Vizu platform supports the measurement and optimization of all key processes in the advertising

lifecycle, from audience profiling to campaign measurement and benchmarking.

"At the end of the day, we need to measure and optimize audience

and impact, ensuring we are driving the desired Brand Lift metric

against our client’s target audience. The Vizu platform allows us

to work with our agency partners to do just that.”

- Josh Madigan, Vice President, Adfusion

Optimizing Brand Lift and Growing Sales with Vizu

Vizu Ad Catalyst

Vizu Ad Catalyst is the first real-time campaign

measurement and optimization solution that

allows brand advertisers to quickly and cost-

effectively improve the performance of their

brand advertising campaigns, increasing

effective media spend and maximizing the value

of their advertising investment.

Leveraging an intuitive dashboard, advertisers

can measure and optimize the performance of a

campaign against its primary marketing

objective in real-time. The performance of the

key components driving overall Brand Lift –

creative, targeting, and frequency – are also

highlighted, providing opportunities to improve

campaign performance. Ad Catalyst, part of

Vizu’s Brand Advertising Effectiveness Platform,

can be used as a stand-alone or in conjunction

with Audience Incite, the industry’s first real-

time audience characterization solution.