Jeep Cross-screen Campaign Grows CTR by 43 Per Cent
- Tuesday, April 15th, 2014
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Jeep has worked with Millennial Media on a cross-screen campaign to promote its Patriot and Compass cars that aimed to test the effectiveness of reaching the same person on multiple devices.
The campaign got 1.4m views in the US, with 57 per cent of those impressions delivered to someone on two different devices. Using Millennial Medias Path Advertising Suite, Jeep found that click-through-rates were 43 per cent higher for viewers on desktop that had already seen the ad elsewhere.
The ad suite enables advertisers to target and retarget using anonymous cross-screen data. This enables them to tell a brand story that evolves throughout the day. The campaign, with a click-through to the companys website, increased awareness and consideration of the brand among drivers.