DriveTime: More Results on Less Buying Power
How curve‑based planning delivered +25% media efficiency and growth—without spending more.
Work performed by our The MOP's founder while employed at DriveTime; results from public Adweek/iSpot materials.
Public sources: Adweek Convergent TV Summit and VAB Measurement Innovation Series
The Challenge
~20% less buying power year over year (budget −15%, CPM +6%). Where can every next dollar still create incremental response?
The clean path we used
ACR log‑level view of where impressions stopped paying off
Network/daypart profit curves to pinpoint saturation and get a cleaner read on cost-benefit
Rebalance: fresh reach, more cost-effective media, broader network mix
What changed
Cap at the profit apex; stop paying for flat impressions
Reinvest into fresh reach with CFO‑grade ROI reporting.
Efficiency +25%, traffic and leads up YoY despite lower buying power
Watch it on AdWeek ConvergentTV Summit
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