FUEL Drives Buyers Who Are 4x More Likely to Purchase Using Cars.com Audience Data
FUEL, a Cars.com Inc. company and leading automotive digital video provider, is helping dealers achieve impressive sales results. Walser Automotive Group, an early adopter of FUEL, achieved an increase of 21% in combined sales year-over-year in 2021 by owning the right ZIP codes and leveraging Cars.com’s first-party data to target in-market shoppers with the right messages.
FUEL invented a market category in auto with the launch of its in-market digital video solution. It takes the guesswork out of targeted video advertising, identifying audiences with high intent to purchase and delivering active car shoppers customized, high-production-value digital video in an exclusively owned ZIP code. Powered by Cars.com’s pure audience data, FUEL drives buyers who are four times more likely to purchase compared to a general or modeled audience, and 85% are net new customers.
“Zeroing in on the audiences that will drive actual vehicle sales is what we set out to do with FUEL and we are seeing tangible results from this hyper-targeted approach — for example, 95% of the impressions achieved from linear TV are wasted. With FUEL in-market video 100% of the impressions are relevant,” said Terry Laughridge, chief operating officer of FUEL. “FUEL has always created value by eliminating assumptions — about who is shopping, who is viewing and who is buying. Dealers have also found that in this inventory constrained market it is also a great tool for vehicle acquisition and to drive consumers to the dealership for service.”
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The FUEL Attribution Customer Tracking System (FACTS) delivers industry-leading analytics that demonstrate the real value of investing in this more targeted approach to automotive advertising. FACTS shows dealers how effective their messages are and when and if changes need to be made to ensure the greatest results.
“Taking a more targeted approach to our advertising with FUEL has allowed us to be more efficient in our spend and attract more in-market shoppers into our showrooms,” said Colton Ray, chief merchandising officer, Walser Automotive Group. “In addition to resulting in a 21% increase in combined year-over-year, we were able to establish new relationships with consumers and in turn earn their loyalty — which will be even more valuable to us in the future.”
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