How an Automotive Brand Cut Over $2 Million in Wasted Ad Spend
Inside the Report
$2M
Saved over $2 million in wasted ad spend
$20.5M
In Q3’23, the total optionable media spend eligible cut for this brand’s Upfront buy was $20.5M
7/29
7 out of 29 linear publishers were identified as being inefficient
8/24
8 out of 24 streaming publishers were identified as being inefficient
Executive Summary
An automotive brand used iSpot to analyze engagement and reach of their TV ads. They identified underperforming publishers on linear and streaming platforms, cutting over $2 million from upfront media buys. This led to more efficient ad spending, boosting campaign effectiveness and maximizing ROAS.
Challenge
The task of exercising quarterly cancellation options for an Upfront buy is a daunting one for brands, especially without a thorough understanding of performance across hard-to-measure audiences. For this large automotive brand, the primary objective was to save ad dollars by analyzing quarterly performance across streaming and linear platforms. To address this challenge, the brand aimed to pinpoint which networks to target for cancellation options, ensuring an effective optimization of their upfront buy.
Solution
The brand closely collaborated with their agency to gauge ad effectiveness utilizing iSpot’s person-level measurement and Attention Analytics KPIs like Attention Index and Interruption Rate. They conducted a thorough examination of reach across Linear, Digital, and Streaming Audio channels, alongside metrics like Frequency and Attention Index. This analysis provided insights into media placement efficiencies and audience reach, highlighting where the brand effectively reached its target audience and areas for improvement. Recommendations were broken down by Channel, Publisher, and Spend, based on granular cross-platform performance analysis.
The iSpot Difference
Proprietary & Proven Audience Measurement Methodology
Results
By identifying channels within its linear publisher set that performed below the brand’s desired benchmarks in key KPI’s such as Attention Indices and Interruption Rates, while also not adhering to the advertiser’s brand guidelines with regard to competitive separation, a large automotive brand optimized its Upfront buy. But the optimization didn’t stop there: the brand was able to refine its selection of DSPs by identifying partners who performed better than others across four of the five KPIs identified in the Options exercise. This data-driven approach helped the brand enter negotiations more informed, resulting in over $2 million in savings and reduced ad waste through a more selective media buy.
