Spanish Internet users spend nearly 3 hours total on mobile devices every day — more time than they spend on their desktop computers1.
For a major advertiser like Toyota, it makes sense to buy ads on both mobile and desktop. But how do you know which device drives greater value? And which publishers contribute to the best business outcomes?
To get answers, Toyota teamed up with Optimedia and Atlas to develop the first-ever cross-digital attribution model for the company in Spain.
1eMarketer, "Daily Time Spent With Digital Devices Among Internet Users in Spain." Aug. 2015. Published Jan. 27, 2016.
With Atlas' people-based, cross-device measurement, Toyota was able to see the true value of its media spend. Mobile ads had higher engagement than desktop ads, and more than half of all conversion journeys included a mobile touchpoint along the way. Future media plans will incorporate specific recommendations based on these findings.
People-based measurement gives us a completely different, much more relevant approach to all our analysis, findings and insights. We are now more aware about the cross-device reality of the market, and we will be making strong efforts to adapt all future marketing and creative plans based on these findings.— Francisco Palma, Marketing Communications Manager, Toyota Spain