Automaker Increased Prospects by 65%

Automaker Increased Prospects by 65%

At the Detroit Auto Show this year the big three automakers were happy to report that U.S. consumers are buying new vehicles at the strongest pace in several years. The brands also reported that they are changing their traditional marketing mix. They are shifting marketing dollars from television to multiple digital outlets like programmatic display and social advertising.

To do that effectively requires an online targeting technology that is able supply both audience accuracy and coverage of consumers across devices from Desktops to smart phones. The challenge is that most online advertising relies on cookie-based ad delivery systems. With over half of all consumers already blocking cookies at the browser level and many mobile devices unable to accept cookies, it is estimated that less than 30% of unique online users are active and reachable by the advertiser.

Smart Zones

Smart Zones offers auto marketers a unique advantage in reach and qualified targeting for online customer acquisition. Smart Zones is similar to direct marketing online, giving auto brands the unique ability to define and create multiple custom audiences by selecting from over 750 verified demographic, socioeconomic and psychographic attributes such as income, net worth, discretionary income, modeled credit scores as well as coverage of current auto ownership across the consideration sets of luxury sedans, SUV’s, trucks and sedans.

Smart Zone audiences are converted into device-independent zones, with three times the reach of cookie-based campaign with no onboarding costs. Smart Zones also provides access to over 95% of website inventory through programmatic real time bidding. And with on-demand reporting and pre-campaign media optimization, you can deliver real lift in campaign performance.

Use Case

A manufacturer of luxury brand autos wanted to promote their new luxury SUV, they focused on reaching qualified audiences within ten miles of dealerships with above average affluence. The target audience: 38- to 50-year-old homeowners with children, who have been in their homes for more than two years, have a household income above $200,000, with discretionary income at a minimum of two-times the average household in each dealership trade area. This precision allowed the manufacturer to target the most qualified audience with premium advertising in the early evening and over the weekend with a message personalized from the dealer in their area. This strategy resulted in increase in test drives across all dealerships and a high overall ROI.

Semcasting’s patented Smart Zones’ technology gives auto manufacturers the ability to target a audience with no use of cookies, inferred behavioral data or tracking, enabling them to reach nearly 100 percent of the target audience across any device. To see how Smart Zones has performed on other campaigns and can help you generate more leads, download our overview.

Learn more by visiting our Smart Zones page.