Auto Dealer Case Study

August 2006

Basis of Case Study

To prove effectiveness of behavioral media vs. contextual media

Parameters:

• Contextual media ran on Jumpstart Auto Channel
• Behavioral media ran on Jumpstart Behavioral Auto Channel
• All media was served during the same time period
• Campaign was targeted to various regions in the US

Results:

• Contextual placements received a 36% higher click-through rate than Behavioral placements
• The conversion rate on behavioral placements was 42% greater than on contextual placements (conversion is a specific navigation path that takes place on the client's web site)
• The cost per action on behavioral placements was 4% lower than on contextual placements

Conclusions:

• Consumers who click on Behaviorally Targeted ads in a non-auto environment are more inclined to take further action upon arriving at the client site
• In tandem, Behavioral Targeting and Contextual Targeting are an optimal solution for reaching auto shoppers as the consumer is fully engaged with your message in and out of the auto shopping experience