BMW Programmatic Campaign: Boosting VCR While Reducing Emissions
Mayank Sharma
Programmatic Campaign
Marketing Strategist
Performance Marketing Specialist
Campaign Manager 360
Google Ads
Google Analytics
⭐️BMW’s Sustainable Success: Driving VCR and Reducing Emissions
Brand: BMW
Vertical: Automotive
Geography: USA Nationwide
Campaign Type: Video Advertising OLV, Connected TVs (CTV)
Budget: $13,000 per day
Campaign Flight: July'24 - Ongoing
Campaign Strategy: To maximize VCR while minimizing carbon emissions.
Platform: DV360, Trade Desk, Equativ, Scope3
By optimizing video engagement and strategically selecting low-carbon publishers, I have not only achieved an impressive 72% VCR but also reduced our carbon emissions below industry benchmarks—proving that performance and sustainability can go hand-in-hand.
👉🏽The Challenge: Balancing Engagement and
Environmental Impact
BMW aimed to enhance consumer engagement through a video campaign while minimizing its environmental footprint, focusing on achieving high Video Completion Rates (VCR).
📣Mission: Drive High Engagement with Low
Environmental Impact
The campaign set out to increase VCR and reduce Cost Per Completed View (CPCV), aligning with BMW’s commitment to sustainability, reducing the carbon emission and user engagement.
☝🏽Strategy in Action: Performance Metrics and
Environmental Analysis
1. Video Completion Rates and Cost Analysis
The campaign's performance was assessed through key metrics:
July: VCR 64%, CPCV €0.022
August: VCR 74%, CPCV €0.018
September: VCR 73.6%, CPCV €0.020
Overall VCR: 72%, CPCV €0.019
2. Environmental Impact Assessment
The campaign's environmental footprint was measured using grams of CO2 per thousand impressions (gCO₂PM):
July: 979g (+123.88g vs benchmark)
August: 965g (+109.88g vs benchmark)
September: 568g (-287.12g vs benchmark)
Overall: 837.33g (-17.79g vs benchmark of 855.12g)
✍🏽Driving Results: Engagement and Sustainability
Achievements
By utilizing Scope3 and advanced tools like Equitav and DV360, the campaign successfully increased VCR while significantly reducing carbon emissions by September, demonstrating BMW's effective engagement strategy.
Performance: Analyzing Domain Efficiency
Top Performing Domains (Low Carbon x High Performance):
washingtonpost.com: 189g, VCR 87%, Impressions 229,275
telegraph.co.uk: 205g, VCR 95%, Impressions 212,601
smithsonianmag.com: 234g, VCR 76%, Impressions 175,654
researchgate.net: 273g, VCR 78%, Impressions 127,091
👏🏽Success Story: A New Standard in Automotive
Advertising
BMW's campaign exemplifies how digital advertising can effectively balance engagement and environmental responsibility. The combination of high VCR and reduced carbon emissions set a new benchmark for future campaigns in the automotive sector.
🥇Let’s Build Your Success Story Together!
Are you ready to elevate your programmatic advertising while effectively managing carbon emissions and environmental impact? Let's connect to discuss strategies that boost engagement and drive results without compromising sustainability. Reach out today to start transforming your marketing efforts!
