Local Dealership Index, or LDI for short, is a representation of the foot-traffic market share that a particular dealership received attributed to an Evolution Media Group enabled campaign. Simply stated, it is a measurement aimed to help a dealership and their agency understand how competitive the store is in its given market.
How Does it Work?
Evolution Media Group enabled campaigns not only track the foot-traffic to the supported dealership, but to all stores visited by any user who was exposed to a given streaming advertising campaign. Said differently, the store visits counted are attributed to the streaming campaign and is not a measure of all foot traffic to all dealerships. Given that all dealership visits attributed to a campaign are tracked deterministically, an index can be created to measure each store’s allotment of traffic.
Ok, But HOW Does it Work?
To understand Local Dealership Index it’s important to understand how physical arrivals are attributed to any given streaming campaign on a CTV device, which is dependent on two components: Household Graph and Location Data.
A household graph is technology that creates a relationship between all of the connected devices in a household. This includes common devices such as computers, laptops, and phones to more emerging devices such as Connected TVs and smart devices, including speakers (e.g. Amazon Alexa). These devices are aware of one another and understand activity within the graph, including content and advertising exposure. Therefore, when your Connected TV is served an ad, the other devices in the graph are aware of this, including your phone…
Through a partnership with same company that powers location data for Uber, Amazon, and Apple, we are able to tap into the location data of 90%+ of the US cell phone market. Among other data points, th
To best illustrate this is in action, consider a hypothetical streaming campaign that reached 100,000 households. Given the marriage of the household graph technology and location date, we are able to deterministically ascertain how many of those households visited any dealership and in this case, that number is 25,000. And finally, we can zoom on the number arrivals to the supported store which in this case was 250. While other variables are considered when deriving LDI, this store’s approximate index would 1.00 or 1% of all available foot-traffic (250/25,0000).
What is a Good LDI?
Like most complicated questions, it depends… on the number of dealerships in the area, the penetration of streaming media in a market, the population and density of the area, and so forth. Generally speaking, the small the population center and therefore number of dealerships in a locale, the higher any given LDI for any given store will be