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Updated 3 Days Ago
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2 Verified Clients
Nexxen connects data to deliver desired advertising outcomes. Their platform manages both buying and selling sides, integrating data management and creative tools to boost programmatic ad performance. Everything is streamlined, enhancing efficiency and effectiveness across ecosystems.
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Nexxen's Website Claims...
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Pioneering Data Integration
Nexxen claims that they are the first to bring ACR data to the open web with Hisense VIDAA and Android OS-enabled smart TVs.
Innovative Voice Solutions
Nexxen claims that they are the first to run voice-to-action creative across CTV with Say It Now.
Enhanced CTV Engagement
Nexxen claims that they offer high-attention CTV PMPs with Lumen, ensuring better viewer engagement.
BlurbSTAR Case Study
Lexus & Walton Isaacson
Lexus enhanced EV conversions using Nexxen's insights and targeting.
1.13%
Conversion among Hispanic/Latino audience
1.27%
Conversion rate among Black/African American audiences
1.
Situation
Complex Marketing Challenges for Lexus
β
Evolving EV market with fierce competition.
β
Lexus targets LGBTQ+ and multicultural audiences.
β
Gap in audience awareness of Lexus EVs.
In the rapidly evolving landscape of electric vehicles (EVs) in the United States, auto manufacturers are gravitating towards EV technology, making it a competitive arena. Lexus finds itself in a unique position as it seeks to expand its presence in the EV market while continuing to invest in hybrid models, viewing them as stepping stones to full EV adoption. The key challenge for Lexus was engaging LGBTQ+ and multicultural audiences who, while inclined towards hybrid vehicles, displayed limited awareness of EV offerings. This posed a significant obstacle as Lexus aimed to drive lower-funnel conversions such as price quotes, dealer location searches, and trade-in evaluations.
2.
Task
Drive Conversions with Contextual Efforts
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Targeting strategy for hybrid and EV interests.
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Leverage Nexxen tools for consumer insights.
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Achieve measurable lower-funnel goals.
Lexus aimed to address its marketing challenge by strategically targeting multicultural and LGBTQ+ individuals who demonstrated interest in hybrid and electric vehicles. The task at hand was to employ contextual targeting techniques using Nexxen's powerful tools to connect with potential buyers. This required understanding consumer behavior and intentions and then converting those insights into measurable lower-funnel goals. These goals included actions such as requesting price quotes, identifying local dealers, and evaluating trade-in options. The objective was clear: leverage Nexxenβs platform to heighten awareness and drive interest towards Lexus EVs within these specific demographics.
3.
Action
Strategic Activation with Nexxen Tools
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Utilize Nexxen Discovery for audience insights.
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Execute campaign with Nexxen DSP's targeting.
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Reach audiences via open web and PMP deals.
Walton Isaacson, in collaboration with Lexus, harnessed the potential of Nexxen platforms to execute a highly targeted marketing campaign. By utilizing the audience insights from Nexxen Discovery, Lexus was able to deeply understand which specific hybrid enthusiasts were demonstrating a genuine interest or consideration for EVs. These insights informed the use of Nexxen DSP for effective contextual targeting across a variety of digital channels. The campaign was intentionally designed with precision, using open web platforms and Private Marketplace (PMP) deals, including supplies via Nexxen SSP, to ensure that the right audiences received the right message. This multi-faceted approach ensured maximized audience reach and effectiveness for lower-funnel conversions.
4.
Result
Successful Conversion and Engagement
β
High conversion rates in target audiences.
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Effective use of data for campaign success.
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Preemptive strategies outpace competitors.
The strategic efforts utilizing Nexxen's tools bore impressive results for Lexus. The intelligent use of consumer insights not only corroborated Walton Isaacsonβs preliminary data but also enabled Lexus to preempt competitor strategies. As a result of these tailored marketing interventions, Lexus achieved significant conversion rates across target demographic segments. African American audiences recorded a conversion rate of 1.27%, Hispanic/Latino audiences witnessed a 1.13% conversion rate, and the LGBTQ+ audience achieved a 0.97% conversion rate. These outcomes highlighted the efficacy of the campaign and redefined Lexusβs approach in targeting hybrid owners, effectively transforming them into prospective EV buyers.
Keywords
LEXUS EV MARKETING
NEXXEN DISCOVERY
LGBTQ+ AUDIENCE TARGETING
MULTICULTURAL MARKETING
LOWER-FUNNEL CONVERSIONS
CONTEXTUAL TARGETING
NEXXEN DSP
ELECTRIC VEHICLE CAMPAIGNS
Demand Side Platforms (DSP) Q & A
Nexxen hasn't answered their category questions yet.
1.
What types of ad inventory do you support (display, video, native, CTV, DOOH, audio, retail media, in-app, etc.)?
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2.
What audience targeting capabilities do you offer (1st-party data activation, contextual, behavioral, geo, lookalikes, AI-driven modeling)?
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3.
What level of control and transparency do you provide in bidding strategies and media costs?
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4.
Do you support both open exchange and private marketplace (PMP) deals with premium publishers?
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5.
How do you handle identity resolution and cookieless targeting (Unified ID 2.0, LiveRamp, clean rooms, contextual AI)?
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6.
What optimization and AI-driven automation do you offer to improve performance and efficiency?
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7.
What attribution models and measurement tools do you provide for tracking ad effectiveness?
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8.
How do you prevent ad fraud and ensure brand safety (IAS, DoubleVerify, MOAT, ads.txt, pre-bid filtering)?
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9.
Do you provide a self-serve platform, managed service, or hybrid model?
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10.
What level of creative support do you provide, and do you support dynamic creative optimization (DCO)?
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