Ford
Results
Automotive manufacturer Ford required a unique campaign to promote the Ford Escape, a versatile SUV with broad appeal. Ford and media agency Mindshare sought a vendor who could deliver an interactive, multi-channel video solution that would effectively drive awareness and generate consideration among target audience segments, while minimizing media wastage. The challenge was to avoid competing with other brands on standard SUV targeting, requiring a deeper understanding of the Ford Escape audience’s purchase drivers to stand out and optimize media efficiency. The Ford Escape campaign delivered outstanding results, surpassing industry benchmarks across various engagement metrics. The campaign’s personalized, cross-device strategy captured attention, increased user interaction, and met Ford’s goals with a high degree of media efficiency.
Overview
VDX.tv developed a data-driven campaign that identified three core audience segments for Ford Escape: Families, Tech Enthusiasts, and Sporty Types. Using VDX.tv’s proprietary Data Management Platform (DMP), which processes data from over 50,000 topics, the team customized audience blends informed by user behaviors and interests. This segmentation allowed for tailored sequential messaging, optimized for each group’s preferences.
Campaign Details
The campaign leveraged Ford’s video assets across Connected TV (CTV), desktop, and mobile, utilizing VDX.tv’s TV & Video Magnify solutions for a cohesive, cross-device experience. Here’s how it was implemented:
Interactive, Personalized Ads
Interactive ad units were developed for CTV and mobile/desktop, employing features like QR codes, dynamic showcases of Ford Escape’s attributes, and addressable targeting for re-messaging personal devices within households.
Sequential Messaging
Each audience segment received customized ads that guided them through a customer journey, from awareness to conversion. This included interactive features on the mobile & desktop experiences to engage users and encourage deeper engagement.
Enhanced Viewability Standards
To maximize Ford’s ROI, VDX.tv set stringent viewability thresholds (15 seconds for CTV, 10 seconds for desktop, and 5 seconds for mobile) to ensure impressions were meaningful and impactful.
Creative Features
features.
Results
The Ford Escape campaign delivered outstanding results, surpassing industry benchmarks across various engagement metrics. The campaign’s
personalized, cross-device strategy captured attention, increased user interaction, and met Ford’s goals with a high degree of media efficiency. It achieved a 5.00% engagement rate on CTV, a 1.70% click-through rate (76% above the industry benchmark), and a 9.98% interaction rate—three times the industry standard. Users spent an average of 35 seconds engaging with re-messaged ads on desktop and mobile, generating an additional 231+ hours of user attention beyond standard placements. The campaign also saw a 55.00% video completion rate (15% higher than industry benchmarks), reinforcing the impact of a personalized, cross-device strategy in driving meaningful engagement.
