How we helped Ford® and DoubleClick Studio craft and roadmap an elegant solution to a complex display-ad dilemma.
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Challenge
For automotive firms like Ford, when consumers are shown an ad, it's crucial that the national digital advertising campaign is agile enough to react and deliver the most up-to-the-minute, customized, user-specific offers, pricing and creative available. Serving up the wrong or generic ad units is an expensive problem that reduces CTRs and loses sales leads. They needed a dynamic system like DoubleClick’s Dynamic Ads. But here's the thing, all Ford and Lincoln banners were incompatible with the DoubleClick Studio platform. Virtually all the banners needed to be recreated.
Solution
Ford and DoubleClick needed a solution that combined both the intelligence of a national Dynamic Ad campaign with the right customize offer to break through and grab consumers’ attention.
Intersect partnered with Ford’s Agency of Record GTB to migrate the entire Ford Tier II serving strategy to run through DoubleClick.
The most valuable aspect of our Dynamic API is the Extra_Data component, which allows Creative to override just about every aspect of a template to fine-tune any banner with the right offers, pricing and creative. Which means all of those deliverables had an infinite number of possible permutations when populated by the feed and trafficked.
Four months and 136,000 banners later, we helped build what members of the AOR team described as "the most complex structure of dynamic feeds they’ve seen attempted."
Find out how we can put solutions like these to work for you.