The Situation

Hyundai Turkiye was looking to drive brand awareness and influence consumer purchasing decisions with a focus on increasing interactions to consider the IONIQ 6 EV, an electric sedan featuring aerodynamic styling, ultra-fast charging, LED pixel lights, and cutting-edge technology.

To strengthen an existing programmatic campaign with additional touchpoints, Hyundai decided to use in-game audio advertising, a mass channel within our target audience. In-game audio ads are not measurable placements in terms of conversion, presenting a problem.

For this campaign, Hyundai partnered with Havas Media Network, a global media agency operating in 150 countries worldwide specializing in programmatic buying, mobile, data consulting, performance marketing, out-of-home and geolocal, and social media.

The Solution

To measure the audio channel, Hyundai partnered with AdsWizz and utilized AudioPixel, a digital tracking pixel that measures the success of audio ad campaigns by matching the users who heard the ads to users who subsequently performed a certain action, including visiting Hyundai’s website or requesting to schedule a test drive.

Coupled with the display campaign, Hyundai aimed to close the loop on prospects with consistent messaging targeted to customers that intend to purchase automobiles. Prospects were also targeted using AdsWizz’s Second Screen Retargeting, which enables advertisers to combine audio ads with display ads to retarget audio campaign listeners on other websites and apps. Hyundai prospects heard the audio ads and were seamlessly retargeted with companion display ads.

The Results

This campaign achieved the very first “in-game audio to test drive” conversion rate of 1.3%. The companion banner click-through rate was 6.3% and the second screen banner click-through rate was 0.3%. The campaign resulted in an impressive 8,000+ leads. The inclusion of AdsWizz technologies including AudioPixel and Second Screen Retargeting contributed to the success of this campaign. The results demonstrated that the inclusion of audio advertising in programmatic campaigns can contribute to an uplift in website traffic and consumer purchasing decisions.

Technology for a sound world.

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