Think Addressable TV is still just a lofty vision of the future? Think again! In June and July of 2016, Gulf States Toyota targeted 650,000 households across Arkansas, Louisiana, Mississippi, Oklahoma and Texas based on data showing they were in-market car shoppers connecting TV ads to dealership visits.
You might be asking how they could possibly determine if their campaign was effective at driving in-store traffic? They were able to do so by partnering with a mobile location data firm who helped them monitor how many anonymized mobile devices associated with the targeted households showed up in the targeted stores.
The results were good enough that Toyota plans to do a second campaign of this nature Summer 2017.