Seamless digital strategies targeted to in-market auto shoppers

Mobile "On the Lot" Location Based Advertising

Location-based ad offering that leverages the user's GPS location to display a promotion when user is within two miles of a dealership.

Results: Unit delivers a 12% Tap Through Rate (TTR), one of the highest TTRs of any unit. It is highly personalized, as it delivers the right message, to the right customer, at the right time.

Custom ad product that enables users to calculate the value of a new car using the trade in value of their current vehicle. ​

Swap My Ride Calculator

Example: Hyundai Genesis 

The Challenge: Create an exclusive, personalized ad opportunity that drives action. 

Technology: Google Ad Manager, Internal Tools and Data Feed
​
My Role: Drove and configured the ad tech capabilities to support the product from prototype to official ad offering.  

What: Ad dynamically pulls in site data including vehicle MSRP value and model, minus the KBB estimated trade-in value* based on vehicle condition or owner determined value, down payment, loan term, and interest rate. For increased personalization and interaction, the ad contains a free-form typing field to allow users to customize their calculation. ​

Clients include: Ford and Hyundai

Launch: 2013 - Present

Results:

• Interest of Ford trucks rose among KBB.com shoppers from 44.1% to 58.3% after running the ad unit. 
• Increased Ford’s lead submissions.
• Click-through rate for the Swap Your Ride Trade Evaluator was 13X+ higher than the average CTR for the medium rectangle ad unit in that position. 

Awards:

"Best Automobile Online Ad" & "Best Mobile Online Ad" by the Web Marketing Association for outstanding achievement in interactive advertising.

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