Dynamic Destination OTT
Audi of America
Campaign Objective
To increase engagement and conversions from smart TV ads by dynamically directing interested viewers to relevant local Audi inventory, reducing friction in the consideration process.
Campaign Story
In a March 2023 pilot, Audi ran streaming OTT ads enhanced with KERV’s “Dynamic Destination” QR technology. The commercial encouraged viewers to “Scan for more,” and the on-screen QR code secretly encoded each viewer’s approximate location (time and ZIP). When scanned, it didn’t just go to a generic Audi site – it opened a tailored landing page for the nearest Audi dealership, showcasing in-stock models and offers for that specific market. By making the TV ad instantly locally actionable, Audi turned passive viewers into active leads with minimal effort.
Execution
Audi partnered with media agency PHD and KERV Interactive for its CTV campaign
The ad’s QR code was dynamically generated via software to include location triggers (in total reaching 115 different zip codes)
A viewer scanned the code and was auto-redirected to a mobile microsite for their closest Audi dealer, displaying models like the e-tron available nearby
Audi captured engagement metrics and retargeting info from the scan interactions
The campaign data was analyzed to measure dealership visits and test drive sign-ups from the QR scans.
Campaign Success
The campaign captured the uninterrupted attention of over 98% of 14.1 million total viewers and drove traffic to 115 local dealership pages. Though exact sales attribution is confidential, Audi reported increased web traffic and lead inquiries at participating dealerships during the campaign period.
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