team-2

Damien Nicolas

Chief Digital Officer

MEC
Advanced retargeting with Programmatic : a case in the automotive sector


Keep a hand on your valuable visitors The buying process for a car is not the same as for a bottle of milk. People spend a lot of time looking for information and comparing different brands. The brand’s website is an important touchpoint in this phase, but people don’t become immediately a hot prospect. Even we are able to buy and optimize media on the KPI “engaged sessions”, people don’t decide immediately after one or two website visits. That’s why we also have set up an in depth audience segmentation to feed a retargeting strategy taking those valuable visitors by the hand and guide them further with adapted messages, via programmatic, in order to convert to a test drive and/or visit to the physical showroom.