Mazda Accelerates Real-Time Brand Insights with GrowthAds
"Brand Lift Live is an essential tool that lets us measure campaign success in real time, allowing us to optimize for the best results."
Mathew Denomey, Director, Performance, Mindshare Canada
16%
Awareness lift
Mazda Canada, a subsidiary of the renowned Japanese automaker Mazda Motor Corporation, is celebrated for its innovative design, driving performance, and reliability.
Industry
Retail
Brand
Mazda Canada
Product
BLL, GrowthAds Advertising Platform
Challenge
Solution
To meet Mazda’s primary goal, Mindshare launched a video campaign targeting third-party audiences through Oracle, as well as GrowthAds’ proprietary affinity audiences, focusing on in-market automotive consumers and interest-based categories. To measure impact, they used GrowthAds’ Brand Lift Live™, starting with ad recall. After a month, results remained flat unless very high frequencies were used, with only third-party audiences showing any lift. To gain deeper insights, the GrowthAds team recommended shifting the focus to awareness in the second month of the study.
Results
Following the shift, Mazda quickly saw stronger lift results, particularly from GrowthAds’ proprietary audiences, and at much lower frequencies. By focusing on an awareness survey rather than ad recall, Mindshare was able to track real-time behavioral lift while targeting unique audiences. Mazda achieved a 16% increase in awareness—well above the automotive benchmark of 11%—with an optimal frequency of just two times per week. In contrast, third-party audiences showed high ad recall but no improvement in awareness. GrowthAds’ first-party data helped identify Mazda’s most qualified audiences, driving greater performance efficiency.
From Insights to Actionable Optimization
The Partnership
Brand: Mazda Canada
Mazda Canada is a subsidiary of Mazda Motor Corporation, a renowned Japanese automaker known for its innovative design, driving dynamics, and reliability.
Agency: Mindshare Canada
Mindshare Canada is part of a global media agency network, united by their desire to drive good growth for their clients.
