How DriveTime Boosted ROAS 26%
Inside the Report
+26%
Increase in ROAS compared
to the prior year
+90%
Increase in leads, with only
a 34% increase in spend
+5%
Increase in media-driven
site traffic
Executive Summary
DriveTime boosted ROAS by 26% from year over year by determining an optimal conversion frequency for each TV network.
Challenge
Understanding conversion rates of linear TV networks was not enough for DriveTime. In order to maximize ROAS, the team needed deeper insight into incremental results at the network level while finding the optimal frequency before diminishing returns. However, linear TV data lacks the granularity required for sophisticated modeling. The DriveTime team needed digital-like data to integrate TV measurement into their model and fill their blind spots.
Solution
DriveTime used Integrated User Level Data from iSpot to connect linear TV ad exposure to conversion events at the individual device level, while tallying the number of impressions per device. DriveTime then calculated incremental conversion events, aligned to frequency of impressions, through sophisticated lift analysis using an unexposed control group. To take it a step further, the team looked at spend and conversion rates at the individual network level to calculate the Cost Per Incremental Visit (CPIV).
“The partnership with iSpot became our foundation for attribution and measurement, and allowed us to get to the next level.”
Patrick Littler, Vice President of Retail Strategy & Analytics, DriveTime
Results
Through iSpot’s IULD and CPIV calculations, DriveTime found that the first linear TV ad impression had the highest incremental response rate at 60%, with the response rate diminishing as frequency increases. The brand also calculated the decreasing response rate by network to determine an optimal frequency for each network.
The figures below show the difference in reach and frequency strategy made by DriveTime from 2021 to 2022.
DriveTime boosted ROAS 26% compared to the prior year by combining a 15% decrease in spend, a 6% increase in media cost and a 5% increase in media-driven site traffic. DriveTime also had a 90% increase in leads, with only a 34% increase in spend by focusing strategy on reach. Ultimately, the combination of incremental conversion impressions and reach analysis allowed DriveTime to fine tune their strategy and
optimize media spending.
