Case Study: Gulf States Toyota achieves 19% lift in dealership visits with Experian's Auto Prospect Models

Gulf States Toyota measures addressable TV success with mobile data

Gulf States Toyota, a major private distributor with 157 Toyota dealerships across the Southern and Southeastern U.S., wanted to move beyond broad, demographic-based linear TV buys and test a more efficient, data-driven approach to drive dealership foot traffic.

GST used Experian’s Auto Prospect Models to target in-market car shoppers on AT&T AdWorks’ addressable TV, enforced optimal frequency rules, and partnered with NinthDecimal to measure offline visits. The campaign produced a 19% incremental lift in dealership visits versus a control group, delivered three times the ad exposure to targeted households, and showed 80% of visitors traveled 10 miles or less—insights that will refine future targeting.

Gulf States Toyota

Summer Craig

Senior Manager of Integrated Media