WEBVTT

1
00:00:00.020 --> 00:00:02.825
When you look at the anticipated luxury market

2
00:00:03.085 --> 00:00:05.905
and where those sales are gonna come from, gen Y pops,

3
00:00:10.325 --> 00:00:13.465
The Lexus brand is a human-centric brand from product

4
00:00:13.885 --> 00:00:16.745
to service to the entirety of the ownership experience.

5
00:00:17.285 --> 00:00:20.465
In 2021, Lexus created a campaign

6
00:00:20.485 --> 00:00:22.025
to reach a brand new audience.

7
00:00:22.605 --> 00:00:25.345
The goal to connect with the next generation

8
00:00:25.445 --> 00:00:28.305
of luxury car buyers, millennials, we

9
00:00:28.305 --> 00:00:30.345
Have to think about the way that they're consuming media,

10
00:00:30.725 --> 00:00:34.425
and so much of that experience is digitally focused. Lexus

11
00:00:34.485 --> 00:00:35.825
Worked with Team One

12
00:00:35.925 --> 00:00:39.385
to develop an innovative connected TV strategy. With

13
00:00:39.425 --> 00:00:41.865
A platform like the Trade Desk, we're able

14
00:00:41.925 --> 00:00:45.345
to really focus our spend on reaching exactly

15
00:00:45.485 --> 00:00:47.665
who we wanna reach with little to no waste.

16
00:00:48.405 --> 00:00:50.305
The beauty of this campaign is we were able

17
00:00:50.305 --> 00:00:52.545
to scale knowing that our audiences was going

18
00:00:52.545 --> 00:00:54.985
to receive the message that was most relevant to them.

19
00:00:55.565 --> 00:00:58.025
The Trade Desk has unique capabilities that allow us

20
00:00:58.025 --> 00:01:00.225
to holistically manage our campaigns so

21
00:01:00.225 --> 00:01:02.225
that we are eliminating additional frequency

22
00:01:02.225 --> 00:01:03.625
that's not necessary, and being able

23
00:01:03.625 --> 00:01:06.225
to reinvest those funds into unique reach.

24
00:01:06.525 --> 00:01:09.945
The campaign helped Lexus reach an astonishing 15 million

25
00:01:10.055 --> 00:01:11.585
more connected TV households.

26
00:01:12.125 --> 00:01:15.905
It also drove five times more website visits over the

27
00:01:16.105 --> 00:01:19.425
previous year, translating into a 69%

28
00:01:19.785 --> 00:01:20.905
increase in purchase intent

29
00:01:20.975 --> 00:01:22.745
Connected TV helped us reach the next

30
00:01:22.745 --> 00:01:23.945
generation of Lexus buyers.

31
00:01:24.575 --> 00:01:27.425
It's helping to inform future strategies

32
00:01:27.425 --> 00:01:28.505
and plans going forward,

33
00:01:28.765 --> 00:01:31.185
and will continue to be a big part of our evolution

34
00:01:31.185 --> 00:01:31.785
as a brand.