Agency Saves Time and Money With Goodway

Strategic America is the agency of record for a program serving dealers across the U.S. Goodway is the programmatic media partner for this agency. Strategic America has hundreds of dealers running multiple tactics with varying flights throughout the year. When Goodway first started working this agency, Strategic America’s media buyers spent significant time fielding campaign requests from 20 or more dealers per week. Once the request was received, Strategic America would collaborate with Goodway to create media planning grids for each one. This process was time-consuming for both teams.

Given the repetitive nature of the dealers' campaigns, Goodway isolated the variables that change for each dealer’s campaign request — dealer name, tactic, HHI (market concentration), budget and geography — that had been manually pulled in the past. We built these variables into easy-to-use fields in the tool to give Strategic America immediate feedback on the available inventory for each unique situation without having to put in a manual request for each query. The tool lives in Sigma, which delivers a faster-than-average load time for Strategic America’s programmatic media launches. All dealer requests are now handled within 24 hours.

With the ability to get instant data for the dealers, the planning tool has helped Strategic America save money and effort. When a dealer request arrives, Strategic America can quickly pull their campaign variables in real time. This makes for high-quality follow-up conversations that are based on each dealer’s budget and specifications. The agency has also reported on the tool’s ease of use, sharing that it streamlines daily workflows and has strengthened their client relationships. Moreover, the tool helps pass on cost savings to the dealers since Goodway hasn’t raised the CPMs in two years.