Raising brand awareness with geo micro-targeting on Display

SUMMARY

Subito is a large Italian online classified marketplace with automotive industry representing a large part of their business. The aim was to focus on both sides of the market to increase brand awareness amongst both end users and B2B clients.

There is a tremendous number of car dealerships in Italy, concentrated in little patches standing for less than 0.8% of the Italian geography. Since the overall objective was to increase Brand Awareness towards a specific target, we decided to leverage the concentration of car dealers and to “micro-target” only geographic areas with a high density of car dealerships. 

THE CHALLENGE:

Increase brand awareness on both sides of the market, aiming both at consumers looking for cars online and/or comparing prices, and car dealers to be reassured about the presence of the brand in pivotal moments.

THE SOLUTION:

The Sniper approach: as ‘snipers’ we goaled our advertising campaigns only on the radius of concentration of the car dealerships for buying all the possible Mobile Display placements as we wanted car dealers and consumers to be exposed to the Brand in the moments that mattered. Using K-Means Clustering we micro-targeted those geographical areas with a high density of car dealerships and then maximised impression share in the identified areas so that car dealerships and their visitors would be exposed to our client’s brand as much as possible.