Challenge
With digital showrooms at consumers’ fingertips, buyers know the vehicle they want well before they ever walk the lot. For dealers and OEMs, getting their vehicle considered during that short research phase is critical to making the sale. A Chicago-based ad agency challenged Alliant to deliver a regional audience of 10,000 consumers actively in-market for a new vehicle. The audience would compete head-to-head with the client’s go-to source of auto audiences based on geography, make and model data. The winner will drive the most confirmed sales for the local dealer group.
Solution
A consumer about to make an auto purchase gives off a number of signals that indicate they are ready to buy.
Results
The agency tested Alliant’s audience against their go-to solution, targeting each with the same creative messaging for 90 days. To determine the winner, the agency hired a global information company to match each audience to verified vehicle title transfer records to confirm the number of auto sales generated by each audience.
The standard solution drove 400 auto purchases; a solid performance by standard measures.
The Alliant in-market segment powered 300% more vehicle purchases for a groundbreaking 1,200 verified sales.
