Reach extension, she was, was “one of the foundational elements going into the partnership," as was engagement.
Additionally, tapping the NBC/AOL audience helps Toyota reach multicultural consumers. This is a key initiative for the automaker, which recently unified its three multicultural agencies and its general market agency Saatchi & Saatchi through Toyota's Total Market initiative.
Finally, Colvin-Lovely said the brand wanted to plan its digital video and TV executions in more of a converged manner – which NBCU-AOL can provide since it’s premium broadcast content airing against a vast digital network.
“We’ve done a lot of testing that gives us confidence that with online video, we can reach light linear TV viewers,” she said. “We’re trying to minimize duplication in terms of the promotions we’re doing. So while we’re looking at this nationally, we’re open to seeing if there’s residual extensions at the regional level.”
Ultimately, Toyota wanted to get involved in an unconventional partnership, Colvin-Lovely said.
In addition to its AOL deal, NBCUniversal has begun selling ads on digital video giant YouTube, which is a departure from the network’s historically closed dealings with digital partners.
“We’re seeing publishers begin to step out from their own sort of walled gardens and really betting heavy on the premiumness of the content and value of that content to consumers,” Colvin-Lovely said. “That’s compelling for a brand like ours.”