Jumpstart Automotive Group

Case Studies: Behavioral Targeting

An OEM's Breakthrough Experience with Behavioral Targeting

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Jumpstart Automotive Group - September 2007

The Importance of Capturing In-Market Shoppers

Realize success with behavioral targeting by employing various elements of optimization over time.

  • Key Success Factor: Driving low-funnel auto activities in the most cost-efficient manner vs. competing BT programs

Key Findings

  • BT performance can dramatically improve with optimization
  • Jumpstart's BehaviorPATH was the most effective behavioral solution vs. the competition
  • Cost efficiency increased by 37% during one quarter due to optimization

Structure of Program

  • Media program executed via Jumpstart's BehaviorPATH opportunity
  • Campaign targeted to various behavior segment's within the BehaviorPATH offering, including:
    • Sedan shoppers - Coupe shoppers
    • SUV shoppers - Truck shoppers
    • Luxury Vehicle shoppers - Sports Car shoppers
    • Crossover shoppers - Mini-van shoppers
  • Behaviors were defined based on cookie-based data of shoppers who had performed at least one action within the aforementioned segments in the previous 8-week period
  • Program began in Q2 of 2007 and was subsequently renewed in Q3 and Q4 (data analysis reflects Q2 performance)
  • At least five other behavioral targeting programs were also utilized by the OEM during this time frame
Cost Efficiency Graph Quarterly Spend Graph

Results

  • Overall cost efficiency of BehaviorPATH program improved by 37% from the opening month of Q2 vs. average of the next two months
  • Cost efficiency improved in all 8 segments targeted over the same time period
  • Dramatic cost efficiency increases demonstrated in key strategic segments relative to OEM's efforts:
    • Sports Car + 113%
    • Truck + 91%
    • Minivan + 80%
  • Average of all competitors in efficiency was consistently out-performed by close of Q2 (according to client feedback)
  • BehaviorPATH spend increased by OEM by 118% in Q3 followed by 149% in Q4 (as compared to Q2 spend)

Steps to Realizing Success

"BehaviorPATH consistently out-performed the average of all competitors in efficiency."

  • Optimize ad unit sizes: shift weight of ad delivery to better performing ad sizes
  • Re-calibrate segments: subtract vehicle models in under-performing segments to focus on more directly competitive models
  • Adjust timeframe: reduce behavior collections from 8 weeks to 6 weeks in under-performing segments
  • Adjust frequency: consistently monitor ad frequency levels; one to two exposures per 24-hour period is optimal

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Jumpstart works with automotive manufacturers, regional dealer associations, and the top 100 automotive dealers.

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