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Motors Marketing Suitean audience extension product by mobile.de

A data-driven omnichannel performance tool based on 1st party data.

Pre-qualified user segments are then addressed within our omnichannel reach.

A single set of assets can be used for the automatic creation ofmultiple individual creatives suitable for all advertising channels.

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Motors Marketing Suite | Why? And what is it any good for?

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Status Quo & Challenges

Publisher Advertiser

Native Ad market development

Additional Performance product

Extension for narrow targeted

geo campaigns

Offer a standardized data product

for SME clients

Combine cross device inventory

Simplify creation and reduce costs

Reduce planning and complexity for

non-core business matters

Scale relevant campaign traffic for geo

limited offers

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Requirements: Motors Marketing Suite

Automated creative tool

Multiple campaigns

First party data

Optimize & report in a central tool

MeaningfulPerformance

results

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Prove of Concept | Campaign Setup

Goal: Stress the tool in terms of …

• can we deliver in the relevant region with suitable data?

• deliver performance by defined KPI

• automated setup with relevant creatives in each marketing channel

• optimize campaigns

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BRASS | Campaign Setup

5 brands, 10 models

In different car type categories

30 dealers with different Geo locations

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Online Marketing Channel

Targeting Creative Setup KPI & Optimization

Online Marketing Channel

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Campaign Setup

Advertiser

Ad set

Campaign handling

Interface Complexity

Time consuming

Traditional Setting

Ad set

Campaign handling

Ad set

Campaign handling

Ad set

Campaign handling

Ad set

Campaign handling

Ad set

Campaign handling

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Campaign Setup

Advertiser

Setting with Motors Marketing Suite

Motors

Marketing

Suite

One simple Ad set

Automated campaign Setup

Mobile.de 1st

party Data

Birds Eye rule set (API)DSP

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Targeting

Online Marketing Channel Creative Setup KPI & Optimization

Targeting

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Evaluation and DMP setting of our 1st Party data

…and deliver suitable messages…

…on his further browsing path throughout the web..

…based on his interests.

This also works for mobile devices

A user is looking for a car on mobile.de…

…we analyse the user’s browsing and search behaviour on mobile.de…

You only pay for user clicks

Search Attributes(Brand, Model, Price,...)

Events(Wish List, Contact Dealer,..)

Behaviour(Frequency/Recency)

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Campaign Setup | Audience

Vans, Minis, Compact Cars ...

Competitor Segments Buying phases Personas

Orientation Concretisation Realisation

Current Status: Individual (client based) targeting options and recommendations by mobile.de

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Campaign Setup | Geo

5 Brands 30 campaigns

AlzenauAschaffenburg

DarmstadtDieburg

Frankfurt am MainGießen

GroßheubachHanau

Höchst im OdenwaldLohr am Main

MichelstadtObernburg

Pfungstadt

13 Areas in the wider Rhine Main Area, which differs each campaign

Map the individual postal code to

each campaign in every channel

automated

Each area with max. radius of 30km

Goal: Promote each brand only within relevant geo area of its associated dealer

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CreativeSetup

TargetingOnline Marketing Cahnnel KPI & Optimisation

Creative Setup

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Creative Approach

Headline

Text

Picture

CTA

Icon

Advertiser / Display URL

One unique Creative Asset | Dynamic Banner Builder | suitable for all creative types

really simple time efficient scalable in bulk

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Creative Approach

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Creative Approach

Variety of different ads

Optimization byA/B testings

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Creative Approach | BRASS

+180 creatives

10 car models

4 text/image combinations

Display Ads: 300x250,728x90, 160x600

Social Ads: FB Feed, FB Messenger, Instagram

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KPI & Optimization

TargetingOnline Marketing Channel KPI & Optimization

Creative Setup

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KPI campaign setting

• Saved time

• Saved creation costs

• Transparency

• Communication/

service partner

Service aspects | BRASS Campaigning metrics

Clicks

% New visitorsTime on Site

Conversion

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Some of our optimisation results

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Clicks CTR Linear (CTR)

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Stable Time on Site

Clicks Time on Site Linear (Time on Site)

Learning phase Bidder Scale

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Relevance Score CPC

FB RelevanceScore Facebook CPC Linear (FB RelevanceScore)

Creative update

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KPI results along the funnel

2.225Peugeot

3008

2.771Seat

Arona

2.849Seat

Alhambra

1.957Peugeot

5008

1.591Skoda Fabia

2.722Skoda Fabia Kombi

2.581Opel Astra

2.120Opel Adam

4.618VW Tiguan 1.942

VW Polo

New Userincrease by

48,8%

CPL decrease by

18,4%Stable

Time On Site

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KPI results along the funnel

2.225Peugeot

3008

2.771Seat

Arona

2.849Seat

Alhambra

1.957Peugeot

5008

1.591Skoda Fabia

2.722Skoda Fabia Kombi

2.581Opel Astra

2.120Opel Adam

4.618VW Tiguan 1.942

VW Polo

CPL decrease by

18,4%

New Userincrease by

48,8%

25.376Clicks Stable

Time On Site

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Campaign findings and summary

Creatives

Bulk automation & omnichannel Data Setup

Geo & Audience

Prove of concept

Ongoing A/B testing

Balance relevance and scalability (service by mobile.de)

Good KPI‘s & service metricsResults

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Next Steps

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Motors Marketing Suite | Dealer extension towards Werbemanager

Individual Creative Assets

Mobile.de Listing Elements

Individual Campaign Landingpage

Mobile.de VIP

Werbemanager Target Group: Dealers

Motors Marketing Suite Target Group: Agencies

Extend to true Native DSP buyingData verification towards performance

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Some Roadmap topics

Enrich Marketing Channel Portfolio Strengthen Upper Funnel KPI

For any further information please contact:

Jan Luley | Team Lead Programmatic Products

www.motors-marketing-suite.com