Honda
Honda increases campaign ROI with
smarter technologies for buying display
media
Honda significantly increased campaign ROI by consolidating its audience buying on Invite Media’s real-time bidding platform.
Goals
- Drive purchase intent among in-market auto buyers, through higher awareness and engagement
- Increase ROI from display advertising investment
- Increase campaign efficiency by managing ad frequency across the entire media buy
Key Tools Used
Invite Media
- Run of Network (RON) Predictive Targeting
- Contextual Targeting
- Behavioral Targeting using 3rd Party Data
- Remarketing
Business Results
- Honda increased the ROI of their audience buying by approximately 50%
Challenge
Honda had previously used multiple ad networks for its audience buying. While ad network partners had worked together to deliver targeted reach of users, the ability to de-duplicate audiences and manage the frequency of interactions were key challenges Honda wanted to address.
Strategy
Honda decided to consolidate its audience buying with Invite Media. Through real-time bidding with Invite Media, Honda was able to use a single set of controls to precisely connect with their audience, driving greater buying efficiencies across the ad exchanges.
Tactics
Smart Targeting
Honda used Invite Media’s real-time learning and prediction system to reach broadly across the web to find users most likely to convert on ShopHonda.com. In addition, contextual targeting placed Honda ads in front of people reading automotive-related content.These approaches allowed Honda to drive maximum qualified traffic to ShopHonda.com.
Superior Audience Insights
To reach buyers in the market for automobiles, Honda used third-party behavioral data to connect with audiences expressing interest in Honda automobiles, specific car makes and models, and Honda’s competitive automotive set.
Re-engage Interested Users
Honda utilized remarketing strategies to engage with users who had already visited the brand website. This hyper-targeted approach allowed Honda to create more opportunities for engagement.
Results
Honda utilized a holistic strategy to connect with new prospects and in-market buyers. By consolidating its audience buying with Invite Media, Honda was able to leverage universal campaign controls to extract greater value from its real-time bidding, increasing campaign ROI by almost 50% when compared to past results.