Leading Luxury Automaker Boosts ROI Performance with Nativo Predictive Audiences

Issue

A leading luxury Japanese automaker partnered with Nativo to improve the scale of their campaigns and deepen consideration for their vehicle.

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Intelligence

By powering advanced content capabilities for more than 7,000 premium publishers, Nativo offers unparalleled insight into user behavior, personas, and their affinity towards content, publishers and brands. This unique advantage of contextual targeting allows Nativo to forecast user behavior and enables advertisers to strategically connect with their audiences without the use of cookies, for a progressive and  privacy-sensitive marketplace. 

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Idea

Accessed through leading demand-side platforms (DSPs), the automaker leveraged Native Display with Nativo Predictive Audiences, which uses proprietary engagement data to incorporate non-cookied audiences into a scaled targeting solution. The strategy would find qualified, automotive consumers in the consideration phase and drive them to the brand’s site.  

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Impact

The leading luxury automaker achieved a 50% lower CPA with Nativo Predictive Audiences compared to 3rd party data segments and

• 2x greater CTR 
• 2x greater click-through conversions
  

Why Nativo Predictive Audiences?

Unlike data targeting, Nativo Predictive Audiences uses engagement data from our exclusive content offerings to build an audience model based on behavior rather than attributes. Combining proprietary data, contextual signals, and machine learning Nativo finds and delivers new users most likely to engage with your ad and convert. This allows advertisers to reach their desired audiences even on browsers that block or limit the use of cookies.

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Nativo Predictive Audiences technology enables brands to find new users within their target audience, and identify those most likely to engage with branded content. The demonstrated performance lift over traditional third-party audience targeting has been impressive, with clients achieving notable results across all categories. On average, Nativo Predictive Audiences outperforms third-party data targeting with a 43% lift in viewable clickthrough rate and 48% lift in time spent on content.

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Consideration to action: The solution is built to find users in the consideration phase, drive the new users to site thus increasing click-through conversions and strengthening retargeting tactics. In other words, it’s meant to drive users from consideration to action.

Qualified audience to quality site traffic: The model is an effective solution for driving quality site traffic as it utilizes a highly qualified audience from native article engaged users that have already shown a propensity to click on native display ads and engage with branded content and thus more likely to also engage with site content post ad click.

Highly Efficient Campaigns: No on-boarding of data. Find new users to build out retargeting pools. Attain greater audience reach and reduced latency by serving safari and iOS users. Data is continuously updated and optimized. 

• Fully privacy compliant and future proof
• Data is continuously updated and optimized
• Highly efficient bidstream leading to reduced carbon emissions

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Benefits:

• No 3^rd party data fees. Data targeting is included as AV with media cost which helps with CPA and CPC performance
• No on-boarding of data as it’s applied directly to PMP
• Finds new users to build out retargeting pools
• Added price efficiencies on non-cookied inventory that allows for a higher win rate at lower clearing CPMs
• Allows for additional audience reach and reduced latency by serving to safari and iOS users
• Fully privacy compliant and essentially future proof
• Data is continuously updated and optimized
• Highly efficient bidstream leading to reduced carbon emissions

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Fill out the form below for an on-demand demo to see how your brand can leverage Nativo Predictive Audiences as you plan for a cookieless future.

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