Nationwide Campaign Leverages Toyota’s API to Dynamically Serve Localized Offers
SAN MATEO, CA – Aug 28, 2014 – Opera Mediaworks has created a custom Dynamic Sales Event mobile ad unit for Toyota, allowing the automaker to serve real-time offers to in-market consumers based on their exact location.
Toyota’s advertising agency of record, Saatchi & Saatchi LA, initially pioneered the idea of developing a highly-localized ad that could leverage the back-end technology of the automaker’s website, which provides the most recent annual percentage rate (APR) for each dealership, by region.
Toyota and Saatchi LA turned to the advertising technologists at Opera Mediaworks’ Innovation Lab, who found a way to use Toyota’s Application Programming Interface (API) to update banner creative and display the relevant APR to users in the dealer’s region.
The location targeting utilizes latitude and longitude data, not an IP address, thus it provides a more accurate list of consumers who are physically near the dealership in real-time. Additionally, the banner is only being served to customers, or auto-intenders, who are in the market for a car. The consumers are identified through a blend of anonymous data from Opera’s proprietary Audience Management Platform (AMP).
So far, the results have been positive: When comparing these dynamic ads to non-dynamic, there is a significant difference of +101% in intender response.
What makes this ad unit interesting is the combination of dynamic updating with both geographic location and in-market behavior, or demonstrated purchase intent,” notes Scott Swanson, President, Global Advertising Sales, Opera Mediaworks. “Stretch your imagination. What if the dealer could take a picture of a car sitting right there on the lot, populate the ad unit with it, and serve it to a customer that was shopping for that exact model — and happens to be right across the street? That is where advertisers can and should go with this technology.”
The campaign began on August 6 and will continue through Labor Day weekend (September 2), in alignment with Toyota’s August sales event.
“Mobile advertising is constantly evolving, and in order to stay one step ahead, we have to strive for innovation every day, especially when it comes to reaching our in-market consumers,” says Dionne Colvin-Lovely, Director, Traditional & Digital Media, Toyota Motor Sales, U.S.A, Inc. “It’s exciting to see how this new technology is affecting consumer behavior in real-time as they shop for a new vehicle.”
As a fully-integrated agency, we recognize mobile plays a significant role in the busy lives of the consumer. We knew that with the right tools, there was an innovative way to target consumers effectively as they shop for a vehicle,” says Clifton Atkinson, Senior Communications Director, Saatchi & Saatchi LA. “With the initial success of the program, we’ll continue to test these ground-breaking methodologies during Toyota’s sales events to engage our in-market consumers through Opera Mediaworks’ competitive mobile offerings.”
About Opera Mediaworks
Opera Mediaworks powers the mobile ad economy through technology innovation, transparency and trust, to create vibrant marketplaces for publishers and advertisers across the globe. This enables advertisers to efficiently reach their target audience and publishers to improve their monetization. Opera Mediaworks operates the world’s biggest brand-focused mobile ad network, serving 24 of the 25 top global brands. We also deliver the world’s leading mobile ad server and monetization tools to 18 of the top 25 media companies worldwide. Our mission is to deliver relevance in the medium where it matters most — on mobile devices.
Headquartered in Silicon Valley, California, Opera Mediaworks has offices in New York, United Kingdom, Germany, Argentina, Brazil, Mexico, India, Indonesia, Russia, Ukraine and Norway. Learn more about Opera Mediaworks at www.operamediaworks.com.