Challenge
Mazda North American Operations sought a more effective way to drive high-value on-site actions for their CX-50 line. Their goal was to increase conversion rates while lowering cost per acquisition (CPA), while leveraging the premium storytelling power of streaming TV.
Solution
As part of an award-winning partnership as Mazda’s Search Agency of Record and Digital Agency of Record for the CX-50, Optimal reimagined their streaming TV strategy to better engage potential buyers at key moments in their journey.
Key optimizations included:
- Shifting from CPM to CPA bidding with FreeWheel, allowing Mazda to prioritize conversions over impressions
- Leveraging machine learning to target users most likely to take valuable on-site actions
- Optimizing frequency and competitive separation to maximize engagement without oversaturation
Results
Optimal and FreeWheel’s strategic approach delivered significant performance gains for Mazda’s CX-50 campaign:
- 40% increase in conversions on streaming TV inventory
- 32% lower cost-per-acquisition
- 46% increase in dealer handoff conversion rate
- 29% lower cost per dealer handoff, even with increased spend and higher CPMs
Why It Matters
This case study was featured in FreeWheel’s Beyond Branding report, which highlights how multiscreen TV can drive measurable results across the entire marketing funnel. Mazda’s success demonstrates that streaming TV isn’t just about awareness—it’s a powerful performance driver that moves consumers from consideration to action.
Read the full report: Beyond Branding: Why Multiscreen TV Is a Full-Funnel Performance Engine
