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As digital video becomes increasingly popular, Centro talks to more and more clients that want to transition traditional TV assets to digital. Recently, a tier-two automotive dealership approached us with such a request.
The dealership had historically relied on broadcast television campaigns, but wanted a video-focused digital strategy for consistent messaging and resonance with its target audience of in-market auto consumers. This meant the solution needed to source video inventory and layer in targeting at scale. In order to measure the campaign's performance against traffic and awareness, the client selected CPC and CTR as the primary campaign KPIs.