Boost Marketing ROI with Semcasting's Smart Zones

Top Import Auto Manufacturer

Three Times More ROI with Smart Zones

A top import automobile manufacturer approached Semcasting for a multi-channel dealer-oriented promotion (i.e. display, mobile, email, print and out-of-home) to support their TV buys to engage 'family-oriented' consumers with test drive offers for their new line of SUVs and sedans. The import automobile manufacturer wanted to target all in-the-market and financially qualified consumers within 10 miles of each dealership.

Each dealership trade area employed a Semcasting-generated predictive model to identify family-oriented clientele who were likely in the market, as well as qualify them by discretionary income and by the channels (i.e. display, mobile or email) that they were most likely to favor.

With Semcasting’s proprietary data, patented automated predictive modeling platform and Smart Zones’ technology, a multi-channel advertising solution was constructed based on scores for family composition, distance to the manufacturer's dealerships, device preference, income, discretionary income, and correlation of prospects' current vehicle make and model with the manufacturer's offer. Using Smart Zones, qualified consumers were then clustered into sub-zip code and neighborhood-level zones within each trade area. Because Smart Zones is not reliant on cookies or any other tracking technology, nearly 100 percent of qualified consumers within 10 miles of each dealership trade area was able to have custom-tailored messaging delivered to them.

Thanks to Smart Zones, this import automobile manufacturer was able to accurately target each audience with no use of cookies, inferred data or tracking, enabling them to reach nearly 100 percent of qualified consumers across all channels and all devices. When compared to other alternative behavioral targeting solutions, Smart Zones produced two times the number of click-through events and a ROI that was three times greater.

Here’s how Smart Zones makes this possible:

• Reach & Scale: 100% reach and scale with no onboarding to 250 million-plus people and 18 million businesses in the U.S. and Canada
• Media Zones: Link audiences to their preferred sites, categories, ad sizes and day/time
• Device Independent: Access to all Internet-enabled devices (i.e. desktops, laptops, tablets and smart phones)
• Cookie-Free Privacy: No use of cookies, tracking or inferred audience segmentation
• Data Rich: Over 750 data variables

To learn more about how you can boost marketing using Smart Zones in the auto vertical, visit our Automotive page and download our overview.