The State of Social Media
H&L’s client, a leading auto advertiser, seeks most effective targeting to drive campaign performance.
H&L selects 3 types of targeting segments from different third-party data providers to test performance:
H&L runs a competitive evaluation testing the three targeting tactics, holding all other parameters constant.
H&L measures campaign performance of each targeting tactic based Cost-per-Action
Leading auto brand achieved most efficient CPA using Comscore’s Predictive Audiences.