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Case Study 1

Metro Based
Auto Dealer

People-based Programmatic

Challenge:

A metro area car dealer was moving into the new model year with a few dozen previous year models. They had limited time to clear the previous year models having to take substantial markdowns.

Tactics:

Pixel Ink crafted a targeted audience for a Programmatic Campaign to cover six weeks. The campaign used creative files for each model. The targeting was based on a general auto intender audience with first party, model specific algorithms layered over the top. Each model was managed separately through the trade desk to ensure proper weighting as inventory changed.

Results:

The first two weeks of the program generated a 0.22% CTR moving a few of the vehicles in inventory. We optimized the targeting using the response data for the early part of the campaign. The subsequent four weeks generated a 0.34% CTR resulting in hundreds of prospective buyers visiting the previous year inventory page on the web site helping to move more models before markdowns.

After the initial six week blitz, we retained our targeting models and applied it to the full dealership. We have since averaged a 0.48% CTR demonstrating the power of our first party data targeting to find the best leads in the market.

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