Damien Nicolas
Chief Digital Officer
MEC
Advanced retargeting with Programmatic : a case in the automotive sector
Keep a hand on your valuable visitors The buying process for a car is not the same as for a bottle of milk. People spend a lot of time looking for information and comparing different brands. The brand’s website is an important touchpoint in this phase, but people don’t become immediately a hot prospect. Even we are able to buy and optimize media on the KPI “engaged sessionsâ€, people don’t decide immediately after one or two website visits. That’s why we also have set up an in depth audience segmentation to feed a retargeting strategy taking those valuable visitors by the hand and guide them further with adapted messages, via programmatic, in order to convert to a test drive and/or visit to the physical showroom.
Keep a hand on your valuable visitors The buying process for a car is not the same as for a bottle of milk. People spend a lot of time looking for information and comparing different brands. The brand’s website is an important touchpoint in this phase, but people don’t become immediately a hot prospect. Even we are able to buy and optimize media on the KPI “engaged sessionsâ€, people don’t decide immediately after one or two website visits. That’s why we also have set up an in depth audience segmentation to feed a retargeting strategy taking those valuable visitors by the hand and guide them further with adapted messages, via programmatic, in order to convert to a test drive and/or visit to the physical showroom.