Case Study: Driving Competitive Advantage with Accordant

Challenge

This large automotive retailer's historical growth driver – local television – proved increasingly less effective as audiences fragmented across media channels and, paradoxically, prices in key local TV markets increased. They needed an aggressive shift to digital marketing but did not want to deploy the same cookie-cutter automotive solutions used by their competitors. They turned to Accordant to develop an audience-targeted approach that could scale nationally, yet respond to key local market and brand dynamics.

Solution

Accordant deployed Accordant ATS™ to build a comprehensive, targeted and dynamic programmatic media plan, and implemented the following tactics:
  • Utilized Audience Optics™ to model customer behavior across advertisers network of 300-plus dealerships and corporate websites to develop a proprietary profile of in-market auto shoppers
  • Built a custom algorithm to target these shoppers with the right message and grow advertiser’s customer base
  • Deployed dynamic ad creative with VIN-level data from advertiser’s entire active inventory feed to tailor messages to auto shoppers based on their proclivity for specific makes and models
  • Activated marketing across display, video, mobile and paid social
  • Built out private marketplace deals with key automotive websites to lock in in-market auto shoppers at preferential rates

Results

Since the start of the engagement Accordant:
  • Scaled a highly dynamic and flexible program to over 50 stores nationally
  • Drove nearly 2MM “vehicle details page” views and more
  • Showed lift in new car sales (in some cases near 40%) over stores not engaged in the Accordant program