A case study on Land Rover, presented by Eyeview and Mindshare at the June 25, 2014 VideoNuze Online Video Advertising Summit in NYC.

1. Land Rover & Eyeview

2. THE PROBLEM:

3. 99% OFTHEMWATCHTHE EXACT SAME AD

4. THAT JUST DOESN’T MAKE SENSE

5. Personalized
MessagingProgrammatic
Audience Buying
Audience Data
1st Party + 2nd Party + Eyeview Data
Aggregation
Be at the right place
at the right time
Multiple creative
versions
VideoIQ: PERSONALIZED VIDEO PLATFORM

6. AUTOMOTIVE CONSUMER JOURNEY
THE TRADITIONAL PERSPECTIVE
Imagine
Compare
Decide

7. AUTOMOTIVE CONSUMER JOURNEY
TODAY’S REALITY
Imagine
Compare
Decide

8. LAND ROVER GOAL
Generate sales by driving foot traffic at local dealer level in the
form of qualified leads

9. 68
3
Markets
Models
Dealers
LAND ROVER CHALLENGE
Videos3
123
7 Audiences
Deliver relevant messaging in highly fragmented environment
using just 3 video assets

10. STEP 1: We combined Land Rover, 3rd party and Eyeview data
Audience
Data

11. STEP 2: We DYNAMICALLY created videos
Personalized
Messaging

12. STEP 3: We programmatically bought Land Rover’s optimal
audience
Not in-market
to buy
NOT BUYING
JILL
JACK
In-Market &
Local Dealer
Sale
JOHN
Owns Audi
Q7
JENNY
Built a Blue
LR Sport
Online
Programmatic
Audience
Buying

13. CUSTOMER EXPERIENCE

14. STEP 4: We targeted only people that were LOCAL

15. STEP 5: We optimized targeting, creative and media
throughout campaign

17. RESULTS
In Post Impression Activity
vs
Other Video Platform
In Progress Consideration
vs
The Repurposed TV ad

18. WHAT’S NEXT… Following the viewer voyage across
display, video and mobile with DYNAMIC MESSAGING

19. WHAT’S NEXT… Real Dealer Imaging

20. Q&A