“Kenshoo's 3rd Party Audience integrations help us reach the most qualified audiences”
Amy Hammond, RealWorld Marketing - Digital Marketing Director

12 %
Conversion Rate
11 %
CPA

Challenge: Discovering Qualified Audiences

As the only agency dedicated to Acura and Honda’s Tier 2 auto associations, RealWorld Marketing’s sole focus and output for their clients is to acquire automotive sales for the associations they oversee.

With Automotive CMOs planning their marketing strategy as early as three years in advance, according to Dentsu’s CMO Survey 2019, it is imperative for RealWorld Marketing to understand the latest trends and best practices to effectively reach their automotive sales goals. eMarketer emphasizes the importance of Digital advertising to automotive planning with this channel being the only area automotive advertisers plan to increase their marketing spend in 2019. 

When it comes to digital, few channels surpass the results gained through paid social media advertising. Ask 500+ UK and US marketing decision-makers what the most effective channel is for reaching their target audience and they’ll tell you social media is. The value of social for CMOs does not differ from automotive brands who tend to value audiences and targeting more than most industries. Very few people are actively in-market for a car, and there are very few parameters, if any, to indicate an active interest in purchasing a vehicle. While a study by comScore found that Facebook ads increase vehicle considerations and decreases consideration for other competitors, with only the right targeting mix does consideration turn into action. 

But with the deprecation of Facebook’s Partner Categories, the availability of valuable audiences is limited and many advertisers struggle reaching the right people at scale. 

Solution: Third-Party Audiences from Kenshoo

RealWorld Marketing turned to Kenshoo, a leading technology platform dedicated to supporting performance marketers, to combine their agency’s deep-rooted knowledge in automotive with Kenshoo’s performance and automation tools to reach the right audiences on the right platform. 

Kenshoo’s Partnerships with Marketing Data Providers deliver an open behavioral audience marketplace for accurate targeting across Facebook’s family of apps. Kenshoo’s data providers include valuable in-market and behavioral audiences from Experian, Epsilon and Oracle that ensure only people actively in-market for a car or who have older car models are served relevant ads driving them to their local Acura and Honda associations. 

Having a library of third-party audiences to leverage positively enhanced the outcome of the campaign as more qualified consumers were reached without any additional effort from RealWorld Marketing

Results: Improved Performance

As a result, RealWorld Marketing drove even more people to the Auto associations they advertise for than ever before. 

The average conversion rate increased by 12% and cost per acquisition decreased by 11%, 

Background

RealWorld Marketing is a Full-Service Tier 2 Automotive Agency specializing in Honda & Acura brands, representing 24 DAAs in 46 DMAs nationwide. RealWorld was established in 1999, and in 2004 began working with its first Acura association, the Valley Acura Dealers. It soon became clear that focusing on Acura and Honda would help clients sell the most cars, and today, RealWorld is the only agency solely dedicated to Acura and Honda Tier 2. With over 20 associations around the U.S., our annual gross billing is approximately $65,000,000.

Kenshoo’s self-service platform powers social advertising for leading brands and agencies. Thousands of advertisers trust Kenshoo to automate, orchestrate, and scale advertising across Facebook, Instagram, Pinterest, Snapchat, Messenger, and WhatsApp. 

Challenge

As the only agency dedicated to Acura and Honda’s Tier 2 auto associations, RealWorld Marketing’s sole focus and output for their clients is to acquire automotive sales for the associations they oversee.

But with the deprecation of Facebook’s Partner Categories, the availability of valuable audiences is limited and many advertisers struggle reaching the right people at scale. 

Solution

Kenshoo’s Partnerships with Marketing Data Providers deliver an open behavioral audience marketplace for accurate targeting across Facebook’s family of apps. Kenshoo’s data providers include valuable in-market and behavioral audiences from Experian, Epsilon and Oracle that ensure only people actively in-market for a car or who have older car models are served relevant ads driving them to their local Acura and Honda associations. 

Results

As a result, RealWorld Marketing drove even more people to the Auto associations they advertise for than ever before. 

The average conversion rate increased by 12% and cost per acquisition decreased by 11%,