The car rental firm, Europcar, recently announced that it would be shifting its digital advertising strategy, beginning with a campaign that uses Affectv's Persona Discovery Platform. Affectv is a digital advertising agency that calls itself an “International leader in audience technology,” and their Persona Discovery Platform is able to measure user behaviour across “200 data-points including billions of interactions each month from over 500 million people.” Europcar initially signed up for a two week campaign with Affectv, but were so impressed with the results that they not only booked further services, but quadrupled their budget!
Europcar, recently announced that it would be shifting its digital advertising strategy, beginning with a campaign that uses Affectv's Persona Discovery Platform
The data drawn from the platform is used to “Pinpoint purchase intent before targeting consumers with dynamic display.” Europcar has already managed to reduce their CPA target audience by 11% using the platform, with the SignalAds solution enabling the brand to use real-time data to find their niche audience of UK car hire customers.
SignalAds is a service that enables live streaming, locational and social data to be analysed and used to narrow down potential market niches for clients and deliver precise targeting for brands. The service is explained in more detail in the video below.
Affectv SignalAds Explained
By narrowing down the potential customers, the brand has been able to personally message the relevant people at the right time, significantly increasing the impact of its marketing efforts. Europcar tested two different SignalAds, which revealed how many people had made a booking with the “Today” and “Yesterday.” They found that by using the word “Today” in place of “Yesterday” the SignalAd's performance improved by 7.5%.
Strahil Anguelov (left) and Kate Sharkey (right)
Strahil Anguelov, the e-commerce assistant manager at Europcar, said that in the short time Affectv had been brought on board, they were “Able to understand how to reach the right audience and began delivering an impressive amount of incremental revenue.” He added that the use of their SignalAds service, “Combined with their clever use of data,” significantly improved their performance and allowed them “To increase spend in the channel.”
Europcar has already managed to reduce their CPA target audience by 11% using the platform
Glen Calvert, CEO of Affectv, said the Europcar campaign has “Showcased the power of Affectv’s SignalAds technology in delivering advertisers new customers, and serving more relevant informative ads for people.” He looks forward to developing their work with Europcar “And building more innovative digital marketing campaigns with them.”
Glen Calvert
Kate Sharkey, the associate planning director at Starcom MediaVest, who handle Europcar's global search and display account, said that “From day one, Affectv showed interest in understanding the Europcar client’s business and they put the knowledge to good use with their smart use of data with SignalAds.” She says that “Their continual optimisation is driving real value for the client” and they are “Excited to develop the partnership even further moving forward.”
