Ford’s challenge

Like many large advertisers, Ford Motor Company allocates a substantial share of its digital budget to guaranteed buys on premium and endemic sites which offer audience profiles within their targets and guaranteed a high-quality, relevant context.

The solution

dataxu’s® Guaranteed Media solution optimizes performance by determining the consumer’s position in the purchase funnel. It then delivers an across vehicle type or name plate that best matches the consumer’s profile.

The test included:

  • 15 campaigns across endemic sites
  • 15 creative variations
  • 19+ Intender Audiences
  • dataxu ran a portion of the plan using Ford’s traditional approach – a series of concepts, run in random rotation.

The results

dataxu’s Guaranteed Media solution drove a 20% increase in the conversion rate for key shopping outcomes like ‘Request A Quote’.