Case Study

September 25th, 2015

Having It All

Situation:

  • Sales events are key for auto makers.
  • The primary sales event marketing tactic is high reach, high frequency advertising.
  • This, however, is expensive.

Results:

  • One marketer analyzed Ace Scores for 18 months of sales event ads.
  • A consistent pattern appeared: :30 second launch ad later followed with a :15 second version.
  • Is this efficient reuse of the :30 second spot or waste? As it turns out, it’s neither.

Opportunity:

  • Ace Scores showed that shorter :15 second ads generated the same overall impact as longer :30 second ads.
  • So, for sales events, :15 second ads allow an automaker to have the same impact as a :30 second ad but with lower production costs, lower media costs, higher reach, and higher frequency.

AD TITLE

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BRAND

CATEGORY

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AIR DATE

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ACE SCORE

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