IAB NZ: Behavioural targeting Hertz Rental Cars Case Study

Posted by IAB Australia On September 29, 2010 Research & Resources

The Client: Hertz Rental Cars
The Brief: maximise the client’s budget to promote an upcoming special “Rent for 5 days, pay for 4” campaign.
The Agency: ImMediate Ltd

Summary:

  • Previous Hertz campaigns showed the increased lift in Click Through Rates that can be achieved when both Travel and Car Rental categories were combined for a single BehaviouralTarget
  • The agency were interested in seeing how Yahoo!Xtracould further apply BehaviouralTargeting for this new campaign
  • To qualify users in a BehaviouralTarget, interest is measured through searches and clicks, relevant pages viewed and/or advertising clicked during the purchase cycle defined uniquely for this product category.

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IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.

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