Press Release
Optimized Addressable TV Campaign Performance with Dealer Marketing Tool
Localyzer and RTL AdAlliance Deliver a Big Screen Boost for Subaru Campaign
Addressable TV (ATV) combines the broad reach of traditional television advertising with the precision of digital targeting, enabling personalized ad content to be delivered to specific audiences based on data such as demographics, interests, and geographic location.
The potential of Addressable TV data for multi-location businesses has also been recognized by the online marketing platform Localyzer (www.localyzer.io) and the SME unit of international media sales house RTL AdAlliance. Their latest campaign for automotive manufacturer Subaru clearly demonstrates: Addressable TV and search engine marketing (SEM) amplify each other’s impact — the click-through rate for search ads rose by 54% compared to the previous year’s campaign without ATV.
Subaru’s “Advantage Edition” Performance Campaign as Best Case Example
To promote the new Subaru Advantage package available for all all-wheel-drive models, the company launched two large-scale, location-based online and TV campaigns using the dealer marketing tool provided by Localyzer and RTL AdAlliance. In addition to traditional advertising formats such as search engine marketing and social media, Addressable TV was used in a 25-kilometer radius around each participating Subaru dealership. All ad creatives were fully localized — including dealership names, contact details, and links to the respective websites.
To streamline the process, an automated API integration was established between RTL AdAlliance and Localyzer. As a result, ATV ads were not delivered via the usual L-banner format but instead aired as 20-second video commercials within the RTL network’s ad slots — including channels like RTL, Nitro, VOX, and n-tv. Simultaneously, customized SEM campaigns were activated around each dealership.
Campaign Results: ATV Drives Visibility and Engagement
Detailed campaign analysis reveals that — compared to the previous year’s campaign without ATV — the click-through rate for search ads increased from 7.85% to 12.03% (+54%). The click-through rate serves as a key indicator of relevance and shows that users were significantly more likely to click on search ads when Addressable TV was part of the campaign mix. ATV not only boosted visibility for local Subaru dealerships but also led to a measurable increase in search queries for the advertised models.
Matthias Lange, Founder & CEO of Localyzer, explains:
"With a reach of 88%, TV remains a crucial channel in advertising. At the same time, smart TVs — now present in over 75% of households — enable precise audience targeting. Especially for regionally focused campaigns, video advertising is becoming increasingly important. Addressable TV is a key part of the media mix to attract potential customers and strengthen brand presence at the local level. The success of the Subaru campaign shows clearly: ATV should not be viewed in isolation. In combination with channels like social media, YouTube, and Google Search, it provides a powerful activation boost. Our data proves: Those who use Addressable TV strategically can significantly increase both relevance and visibility of their offer."
Jürgen Ehlenberger, Head of Marketing Services and Corporate Communications, Subaru, adds:
"The strong performance of our previous ATV campaigns convinced us to continue our partnership with Localyzer and RTL AdAlliance — and to kick off our next campaign. Addressable TV is best understood as a branding channel, since direct tracking on websites is limited. But the results speak volumes: During the campaign, searches for Subaru models increased noticeably — and with clear intent."
Fabian Burgey, Director SME Business Europe, RTL AdAlliance, concludes:
"Addressable TV allows for highly targeted TV campaign planning and can be directly linked to follow-up actions. The Subaru campaign — paired with complementary SEA — is a prime example. This significantly enhances TV’s role beyond classic brand awareness and pushes its effectiveness further down the marketing funnel. Audience- and geo-targeted ATV campaigns can be extended with direct activation options in digital environments, leading to measurable increases in brand engagement."
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