Comscore Predictive Audiences Drive Campaign Performance for Automotive Brand

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 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