Enterprise Rent-A-Car
Enterprise Rent-A-Car, the world’s largest car rental network, operates approximately 9,500 locations in nearly 100 countries and territories as of October 2020. In 2021, Enterprise continued its expansion, including several countries managed through franchise partnerships.
Objective
Enterprise aimed to evaluate the effectiveness of programmatic advertising on sales. The key goals were to determine if programmatic ads would increase the likelihood of vehicle rentals and to assess if complementary targeting solutions could extend reach and enhance return on ad spend (ROAS).
Strategy
To achieve these objectives, Enterprise leveraged Eva Live to access high-value audience segments. These segments enabled precise targeting of individuals based on their past purchase behaviors across the open internet. Eva’s closed-loop measurement system was integral to tracking ad exposures and subsequent sales via Enterprise’s website, app, and in-store purchases.
Dynamic targeting strategies were employed to optimize ROAS. Enterprise used contextual targeting to reach individuals who had searched for travel, car rentals, and vacation-related content online. The targeting extended to locations such as airports and car dealerships, further personalizing the approach.
Execution
Sales conversion data was continuously fed into Eva, allowing for real-time analysis of the campaign’s performance across various metrics including strategies, devices, ads, audiences, and products. This data-driven approach enabled Enterprise to make informed optimizations throughout the campaign. Adjustments included increasing bids to secure premium ad inventory during peak audience engagement times and reallocating ad spend to prioritize higher-performing audience segments.
Results
- Cost Per Acquisition (CPA): Reduced from $40 to $32.
- Eva Contribution: Achieved a CPA of $28 per booking.
- Reach: The campaign ran in 249 countries.
These outcomes underscore the efficacy of programmatic advertising and dynamic targeting strategies in driving sales and optimizing ad spend for Enterprise.
Conclusion
By partnering with Eva Live, Enterprise Rent-A-Car successfully demonstrated the value of data-driven programmatic advertising. The campaign not only improved sales conversion rates but also provided actionable insights that enabled Enterprise to continuously refine its marketing strategies, ensuring sustained growth and efficiency in a competitive market.
