{"id":14584,"date":"2022-06-11T10:38:30","date_gmt":"2022-06-11T17:38:30","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?post_type=ispot_case_studies&#038;p=14584"},"modified":"2025-02-26T10:02:21","modified_gmt":"2025-02-26T18:02:21","slug":"how-drivetime-boosted-roas-26","status":"publish","type":"ispot_case_studies","link":"https:\/\/www.ispot.tv\/hub\/resources\/case-studies\/how-drivetime-boosted-roas-26\/","title":{"rendered":"How DriveTime Boosted ROAS 26%"},"content":{"rendered":"\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center has-text-color\" style=\"color:#00b79a;font-size:67px\"><strong>+26%<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\">Increase in ROAS compared<br \/>to the prior year<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center has-text-color\" style=\"color:#00b79a;font-size:67px\"><strong>+90%<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\">Increase in leads, with only<br \/>a 34% increase in spend<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center has-text-color\" style=\"color:#00b79a;font-size:67px\"><strong>+5%<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\">Increase in media-driven<br \/>site traffic<\/p>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-alpha-channel-opacity has-cyan-bluish-gray-background-color has-background\"\/>\n\n\n\n<p class=\"has-text-color\" style=\"color:#00b79a\"><strong>Executive Summary<\/strong><\/p>\n\n\n\n<p>DriveTime boosted ROAS by 26% from year over year by determining an optimal conversion frequency for each TV network.<\/p>\n\n\n\n<p class=\"has-text-color\" style=\"color:#00b79a\">                                                                                                                                                                             <strong>Challenge<\/strong><\/p>\n\n\n\n<p>Understanding conversion rates of linear TV networks was not enough for DriveTime. In order to maximize ROAS, the team needed deeper insight into incremental results at the network level while finding the optimal frequency before diminishing returns. However, linear TV data lacks the granularity required for sophisticated modeling. The DriveTime team needed digital-like data to integrate TV measurement into their model and fill their blind spots. <\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-color\" style=\"color:#00b79a\"><strong>Solution<\/strong><\/p>\n\n\n\n<p>DriveTime used Integrated User Level Data from iSpot to connect linear TV ad exposure to conversion events at the individual device level, while tallying the number of impressions per device. DriveTime then calculated incremental conversion events, aligned to frequency of impressions, through sophisticated lift analysis using an unexposed control group. To take it a step further, the team looked at spend and conversion rates at the individual network level to calculate the Cost Per Incremental Visit (CPIV).<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<blockquote class=\"wp-block-quote case-study-pull-quote has-text-color has-background is-layout-flow wp-block-quote-is-layout-flow\" style=\"color:#003b4a;background-color:#eff5ee\">\n<p class=\"has-text-color\" style=\"color:#003b4a;font-size:27px\"><strong><em><strong><em><strong><em>\u201cThe partnership with iSpot became our foundation for attribution and measurement, and allowed us to get to the next level.\u201d<\/em><\/strong><\/em><\/strong><\/em><\/strong><\/p>\n<cite><em>Patrick Littler, Vice President of Retail Strategy &amp; Analytics, DriveTime<\/em><\/cite><\/blockquote>\n<\/blockquote>\n<\/div>\n<\/div>\n\n\n\n<p class=\"has-text-color\" style=\"color:#00b79a\"><strong>Results<\/strong><\/p>\n\n\n\n<p>Through iSpot\u2019s IULD and CPIV calculations, DriveTime found that the first linear TV ad impression had the highest incremental response rate at 60%, with the response rate diminishing as frequency increases. The brand also calculated the decreasing response rate by network to determine an optimal frequency for each network.<\/p>\n\n\n\n<p><br \/>The figures below show the difference in reach and frequency strategy made by DriveTime from 2021 to 2022.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"507\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/26170357\/Drivetime-Case-Study-Chart-1-1024x507.png\" alt=\"\" class=\"wp-image-19386\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/26170357\/Drivetime-Case-Study-Chart-1-1024x507.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/26170357\/Drivetime-Case-Study-Chart-1-300x149.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/26170357\/Drivetime-Case-Study-Chart-1-640x317.png 640w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/26170357\/Drivetime-Case-Study-Chart-1-768x380.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/26170357\/Drivetime-Case-Study-Chart-1.png 1113w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<style>\n.mt-0{display:none;}\n.col-8{display:none;}\n.jumbotron{ animation: animateBg 8s linear infinite;\n  background-image: linear-gradient(90deg,#4ac300,#00b598,#009bb6,#6186ad,#009bb6,#00b598,#4ac300,#00b598);\n  background-size: 700% 100%;}\nh1{color:#fff;}\n@keyframes animateBg {\n  0% { background-position: 100% 0%; }\n  100% { background-position: 0% 0%; }\n}\nli.breadcrumb-item a{color:#fff;}\n.pt-5{padding-top:5px !important;}\n.case-study-pull-quote{padding:30px; border-radius:5px; border-left:5px solid #00b79a;}\n.quote-padding{padding: 0 0 20px 40px;}\n.btn-primary{background-color:transparent; border-color: #fff;}\n.btn-primary:hover{background-color:#fff; border-color: #fff; color:#11826b;}\n<\/style>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-3 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><br \/>DriveTime boosted ROAS 26% compared to the prior year by combining a 15% decrease in spend, a 6% increase in media cost and a 5% increase in media-driven site traffic. DriveTime also had a 90% increase in leads, with only a 34% increase in spend by focusing strategy on reach. Ultimately, the combination of incremental conversion impressions and reach analysis allowed DriveTime to fine tune their strategy and<br \/>optimize media spending.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/14122214\/iSpot_Products_Attribution_Dashboard-01B-1024x731.png\" alt=\"\" class=\"wp-image-19050\" width=\"487\" height=\"346\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/14122214\/iSpot_Products_Attribution_Dashboard-01B-300x214.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/14122214\/iSpot_Products_Attribution_Dashboard-01B-768x548.png 768w\" sizes=\"(max-width: 487px) 100vw, 487px\" \/><\/figure><\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-1 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background wp-element-button\" href=\"https:\/\/www2.ispot.tv\/2022-iSpot-DriveTime-Case-Study.pdf\" style=\"background-color:#4ac500\">Download Case Study<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>+26% Increase in ROAS comparedto the prior year +90% Increase in leads, with onlya 34% increase in spend +5% Increase in media-drivensite traffic Executive Summary DriveTime boosted ROAS by 26% from year over year by determining an optimal conversion frequency for each TV network. Challenge Understanding conversion rates of linear TV networks was not enough&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":14568,"template":"","meta":{"footnotes":""},"categories":[],"tags":[],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_case_studies\/14584"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_case_studies"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/ispot_case_studies"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"version-history":[{"count":25,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_case_studies\/14584\/revisions"}],"predecessor-version":[{"id":28024,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_case_studies\/14584\/revisions\/28024"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/14568"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=14584"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=14584"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=14584"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=14584"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}