KIA — Back to School Offers Awareness
Promote KIA back-to-school offers to drive dealership visits.
817,615
Impressions
22,644
Clicks
2.77%
Average CTR
The Client
Back-to-school season is one of the Kingdom's real seasonal buying windows for family vehicles, and KIA's offer needed to reach parents and buyers during that specific window — not months before or after it mattered.
The Goal
The objective was concrete: turn awareness of a time-bound offer into actual dealership visits, which meant the campaign had to work within a tight seasonal calendar rather than run as an always-on brand campaign.
Our Role
Second Screen ran this as a Programmatic & CTV campaign, planning the flight around the back-to-school window and activating across in-app and mobile web inventory to reach in-market buyers at scale.
Our Solution
Programmatic buying was the right fit here because the campaign needed broad, fast reach inside a fixed seasonal window, without the lead time of manually booking placements one by one. The result was a 2.77% average CTR — meaningfully above what a generic awareness buy would produce — pointing to an audience genuinely in-market for a family vehicle, not just broadly reached.