Case Study

Programmatic DOOH makes Toyota the best-selling car in Turkey

Toyota used digital billboards and real-time data to target engaged consumers and boost hybrid car sales.

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44%

YoY increase in hybrid motor sales

25%

of future ad spend committed to programmatic DOOH

13%

of ad slots bought during unexpected high-traffic times

“With DOOH, we can link the current situation with what people are talking about and our message. If youʼre able to do it with the right data, itʼs even more attractive.”

Murat Guney

Marketing Communications Manager, Toyota Turkey

Opportunity

The auto market in Turkey had been slower than others to adopt hybrid vehicles. Toyota Turkey needed to raise awareness at scale. To achieve expansive reach, Toyotaʼs agency partner, Universal McCann, worked with Verve to activate digital out-of-home (DOOH). Toyota also wanted to maximize media spend on DOOH with precision targeting and dynamic creatives.

Solution

Verveʼs DSP activated digital billboards throughout Istanbul, running dynamic, targeted, and relevant ads — informed by real-time data. Ad creatives displayed dynamically based on factors like traffic patterns, fuel consumption, and noise levels. These triggered creatives like traffic maps highlighting the economic and ecological advantages of Toyotaʼs hybrid engine.

About Toyota

Toyota Motor Corporation is a globally-recognized Japanese automaker. Toyota’s hybrid technology has been a pioneer in the industry since they launched the first model, the Prius, in 1997.