Microsoft Ad Exchange helps Nissan increase website CTR

Challenge

Nissan wanted to promote their brand to people in the market for a new car, and drive users to their promotional website by adopting a different media buying strategy - buying audiences interested in Autos & Vehicles rather than the traditional route of buying impressions on auto websites. A very brand-conscious advertiser, Nissan approached Delta Projects—one of the largest Real Time Bidding (RTB) buyers in the Nordic markets—to help them achieve their goal of increased CTR to the promotional website, while ensuring their campaign ran on brand safe properties.

Solution

Selecting the Microsoft Advertising Exchange to help execute Nissan’s campaign, Delta Projects was able to target the right audience on high quality and brand safe MSN inventory. Microsoft Advertising Exchange is a scaled RTB marketplace that enables demand-side platform buyers, like Delta Projects, to utilize their own data to target premium MSN audiences on an impression-by-impression basis. That reduces waste and provides a better ROI for clients.

Results

By executing the campaign through Microsoft Ad Exchange RTB, as well as sourcing inventory from local sites, Delta Projects was able to precisely target its desired audience within a brand-safe environment. As a result, the Nissan campaign was able to get the required number of quality exposures from a low number of impressions. In fact, the impressions that were bought via RTB on the Microsoft Advertising Exchange showed on average a 50 percent higher CTR than the inventory sourced from local sites. The high performing inventory sourced from the Microsoft Advertising Exchange enabled Nissan to reach its marketing goal more efficiently.

Please download the full Ad Exchange MAX Nissan Case Study to learn more.