IAB NZ: Behavioural targeting Hertz Rental Cars Case Study

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

•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.