Ford was confronted with the need to upgrade their digital advertising to ensure ads delivered were not only up-to-date but personalized, enhancing the consumer journey without losing the contextual experience.

Their existing banners were incompatible with the DoubleClick Studio platform, risking ineffective ads and lost leads due to generic content.

What We Did

In partnership with Ford’s Agency of Record, GTB, we implemented a technical strategy to migrate Ford’s Tier II ad system to DoubleClick. This transition allowed for the use of DoubleClick’s Dynamic Ads capabilities, which were built to scale and could dynamically customize ads with precise offers, pricing, and creative content.

Results

This strategic overhaul resulted in the creation of 136,000 dynamically tailored banners, establishing one of the most intricate structures of dynamic feeds ever attempted. This enabled Ford to effectively engage consumers with highly personalized ads, significantly improving the relevance and impact of their national digital advertising campaigns and enhancing the overall consumer journey.

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