Comscore Predictive Audiences Drive Campaign Performance for...

								
                            		H&L used Comscore’s privacy-friendly contextual audiences to help a leading automotive brand achieve the most efficient Cost-Per-Action. 

Comscore Predictive Audiences drove significantly lower CPA compared to both the behavioral audience segment based on cookies and a competitor contextual segment.

Are you ready to learn what Comscore Predictive audiences can do for your ad campaigns?

74%

Lower

CPA compared to auto behavioral audience

34%

Lower

CPA compared to auto contextual segment

The Scenario

H&L’s client, a leading auto advertiser, seeks most effective targeting to drive campaign performance.

The Solution

Campaign Setup

H&L selects 3 types of targeting segments from different third-party data providers to test performance:

Comscore Predictive Audiences with IHS Markit Auto Behaviors
Competitor Contextual Segments
Competitor Behavioral Segments

Campaign Activated

H&L runs a competitive evaluation testing the three targeting tactics, holding all other parameters constant. 

Performance Measured

H&L measures campaign performance of each targeting tactic based Cost-per-Action

The Results

Leading auto brand achieved most efficient CPA using Comscore’s Predictive Audiences.

Benefits included:

Comscore Predictive Audiences outperform all targeting tactics 
74% lower CPA compared to auto behavioral audience
34% lower CPA compared to auto contextual segment

COST-PER-ACTION

Kao Choua Vue , Programmatic Media Manager, H&L Partners

"Comscore’s predictive methodology is a proven performance driver for our clients and is one of our top tactics. It has superseded cookie-based third-party audience and contextual targeting by achieving greater ROI for our client’s programmatic campaigns."

Joe Kyriakoza , Vice President & General Manager , IHS Markit

"Polk Automotive Solutions is proud to be a part of the Comscore Predictive Audiences portfolio. This is another great example of how Polk Audiences deliver real results, by leveraging ownership, loyalty, and purchase behavior combined with Comscore’s Predictive Audiences. With Polk segments integrated into Comscore’s industry leading platform, automotive marketers can connect to their best prospects for every campaign and initiative."