The opportunity for a successful collaboration

Written by Ville Veikkolainen

Updated August 22, 2024

Share

BMW is a German multinational manufacturer and one of the largest and most well-known brands in the luxury vehicles industry. Recently, the brand has focused on implementing its strategy in a customized way for each region.

How BMW started with Readpeak 

BMW Nordics had set the goal of increasing brand awareness, the number of test drives booked, and the price requests for customized cars.

In order to achieve these results, they wanted to implement native advertising into their Nordic strategy. Consequently, the brand sought a partner for their always-on content distribution set-up in the Nordics.

Initially, they planned to test from 5 to 10 different platforms, including Readpeak and, after 3 to 6 months of testing, Readpeak became the chosen partner they were looking for, specifically thanks to the premium traffic that the platform was able to deliver to BMW’s content, but also for the possibility to handpick the media placement, and the high transparency that distinguishes the platform from other players in the market. 

Between the most extraordinary results, there is the fact that Readpeak performed more than 50% better than other platforms in the tests.

BMW’s overall results

Thanks to Readpeak, BMW was able to conduct real-time A/B testing of different ad variations from the same placement, and this allowed the company to detect 47% better CTR from one ad to another.

Additionally, the Readpeak pixel was in place, so they could track super precise time-spending in specific media, and set conversion goals for their campaigns to track them directly from the Readpeak dashboard. 

Combined with all these technical aspects, undoubtedly the turning point was the powerful content that BMW was using for its native campaigns. In fact, considering their ultimate goals, they built a very interactive page to allow all the readers to create their dream car and make an offer request for it.

Thanks to this creative initiative that was a key part of their strategy, BMW could overall see extremely good time spent on the landing page. 

Campaign information

Here are some examples of BMW’s successful Readpeak native campaigns and their annual data:

Goals achieved with Readpeak

With us, BMW saw the effect in the numbers all the way to booked test drives and getting the price requests for customized cars.

The Readpeak pixel was in place as well, so we could see extremely good time spent on the content page as well, which indicates that we found our target group.

“The overall collaboration with Readpeak is excellent. In addition to the good results, the process of managing our campaigns is really appreciated and well thought out. Everything from content updates, data reporting and follow-ups now works very well and makes it a lot easier for us.”

Final thoughts

Readpeak as a platform gives flexibility with material and budget, offering a great collaboration environment to all its partners. This is directly reflected in the results that, in this case, BMW achieved in the number of test drives booked and the request of individual quotes to buy the customized car.

In summary, the collaboration was a success in which all parties contributed in the best way. The campaigns went “by the book” with content and technology optimally interacting together along with good collaboration among the parties involved. We look forward to continuing to work with BMW’s content and pushing the boundaries of what is possible with native programmatic advertising.