Tire Agent sees success with Quantcast's ad campaign

Tire Agent, an online tyre retailer based in the US, has reported substantial success in its advertising efforts after partnering with adtech provider Quantcast.

Historically, Tire Agent's marketing team found it challenging to demonstrate the value of programmatic advertising within their overall strategy. Previous campaigns failed to yield actionable insights, hindering internal stakeholder buy-in. However, Tire Agent has overcome these obstacles by employing Quantcast's programmatic media mix campaign.

The campaign used native, video, and display ads, and its effectiveness was assessed through Quantcast's real-time incrementality testing. This approach facilitated in-flight optimisations rather than post-campaign adjustments, significantly improving results.

The first month of the campaign showed no noticeable incrementality. Following the implementation of optimisations, the second month brought remarkable success. Quantcast achieved more than double the target incremental return on ad spend (iROAS), a 12% conversion lift across the campaign, and a 26% increase specific to native ads.

Kevin Parcell, Marketing Director at Tire Agent, said, "I've worked at companies aiming to secure significant and rapid growth for 20 years now, and proving the value of programmatic advertising has always been a major challenge. Put yourself in the shoes of the C-suite—if you can't see the value, why invest?"

"This partnership with Quantcast has completely changed the conversations I'm having with the senior leadership team, as the measurable impact is clear as day. Not only can we directly point to the impact programmatic advertising is having, but we've more than doubled our target iROAS in two months. Quite simply, if we switched off the campaign now, the quality and quantity of audiences we're reaching would significantly diminish."

Amit Kotecha, Chief Marketing Officer at Quantcast, stated, "Proving the value of programmatic advertising isn't just a Tire Agent challenge; it's something marketers everywhere struggle with, especially when it comes to getting C-suite buy-in. But thanks to our incrementality testing and real-time optimisations, that conversation is changing."

"At Quantcast, we use real-time data and AI to give marketers the confidence that programmatic can deliver real, measurable growth, especially when it comes to driving net-new customers. The results speak for themselves."

The campaign highlights a broader shift in digital advertising, where real-time analytics and incrementality testing are becoming essential tools for demonstrating effectiveness. As businesses demand clearer ROI from their marketing investments, such data-driven approaches may play a growing role in shaping future programmatic strategies.