One-Two Punch
Cars.com and Yahoo! help advertisers reach car buyers in more places
Online car shopping site Cars.com wanted to help automobile manufacturer advertisers extend their reach to target users shopping for specific cars beyond Cars.com—and found a way to increase clicks by letting advertisers target potential customers on Yahoo! pages, too.
About Cars.com
Cars.com, a division of Classified Ventures, LLC, offers online ad solutions for automakers, dealers and private-party sellers in the form of classified advertising solutions, banner advertisements and lead-generation.
The problem
Cars.com wanted to offer its advertisers more frequency—and more inventory to choose from—but wanted a high-quality source that its advertisers could trust. An automobile purchase is a high-ticket, considered decision, and the traditional consumer shopping behavior is changing due to the economy. The time horizon has extended, as shoppers consider switching to a new vehicle category, and shoppers are more likely to visit multiple dealerships before locking in their decision on a make or model. So insulating the buyer experience from other manufacturers is now even more important to a manufacturer than ever before, no matter where they go online.
“We are a pure-play automotive site with comprehensive new and used car inventory, as well as editorial content that assists car shoppers in making an informed purchase,” says Joan Ritter, Director of Advertising Marketing Development at Cars.com. “What this means is that the only reason someone goes to Cars.com is because they are in car-shopping mode—whether early on or late in the decision process. It’s extremely efficient in delivering a car-shopping audience.” What Cars.com needed was a re-targeting solution that would help it extend its capability to other inventory.
The solution
Cars.com formed a partnership with Yahoo! that lets it sell Yahoo! non-guaranteed inventory to its advertisers. “We were attracted to the Yahoo! name, as well as the fact that our clients didn’t view Yahoo! as an ad network,” says Karen Kurtz, Advertising Product Manager of Cars.com. Advertisers felt that Yahoo! would place their ads on higher-quality inventory than ad networks would, giving them advertisers more impressions and more control of their images.
In addition, Cars.com can tag a user, including the type of car they were investigating and the regions they live in, and run ads for relevant cars when those users visit pages on the Yahoo! site. “On Yahoo!, we get an extra boost,” Kurtz says. “They may not be looking for a car at the moment, but we can serve them a brand reminder after their visit to Cars.com. Because the ad placement on the Yahoo! network is no longer on an in-market site, it is interruptive, and therefore click-through behavior can be impressive. For those manufacturers who make clicks to their own site an objective, this can be very valuable.”
The results
The Yahoo! partnership has dramatically increased the amount of impressions that Cars.com can offer to its advertisers. That, in turn, gives them more opportunities to reach users. “Yahoo! has 30 to 100 times the inventory that we do,” Kurtz says. “We can present it to advertisers as an upsell to help them extend their brand.”
Cars.com says that the partnership and its retargeting capabilities has made it simpler for advertisers to get their ads in front of the right kind of customers. Automobile companies can buy Yahoo! ads for users who checked out competing cars, a practice called “conquesting” that Cars.com typically doesn’t allow on its own site.
Says Ritter: “We consider the Cars.com Yahoo! re-targeting buy to be the ultimate one-two punch solution for both local dealerships, as well as for manufacturers. It marries the Cars.com quality audience to the Yahoo! distribution network. And our advertisers and agencies are excited about the ability to get such a powerful ad buy in one fell swoop.”
— The Team
Read Comments (5) | Post Comment | categories:: Publisher Spotlight
August 17th, 2009 at 11:44 pm
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August 19th, 2009 at 10:46 pm
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August 21st, 2009 at 10:02 pm
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