Why Lexus Turned to Connected TV to Create Mass Awareness

Why Lexus Turned to Connected TV to Create Mass Awareness

A case study in using data to identify and reach an unserved audience

When Covid-19 caused public transit shutdowns across the country, Lexus went on the offensive to target people who were considering buying cars for the first time. The strategy? Create mass awareness on Roku to find new in-market luxury car buyers who don’t watch linear TV.

The results were a case study in capitalizing on consumer behavior shifts by taking a tactical, data-driven approach:

  • Lexus identified a new segment that had emerged: former mass-transit and ride-sharing users
  • It realized that this target was more likely to be using connected TV, especially as streaming accelerated during the pandemic
  • Data-driven actions were able to reach this audience with precision via CTV and across other digital channels to bring them through the purchase funnel

Download the case study to read about the strategy and see the specific results Lexus achieved.