Using DoubleClick Dynamic Creative, Volkswagen Outperforms Industry Average CTR by 80%

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May 2014

To promote Volkswagen’s Tiguan, MediaCom needed to reach four consumer segments across six countries – each with its own currency and pricing. Normally this would have required 24 separate campaigns and 192 banners. But using DoubleClick Dynamic Creative, MediaCom built eight banners mapped to a sheet of market profiles including messages, creatives, prices and currencies. The technology then produced a relevant banner on the fly for each user.

THE GOALS

Stimulate awareness and interest in the Volkswagen Tiguan

Reach four segments of consumers across six countries

THE APPROACH

Used DoubleClick Dynamic Creative to serve relevant banners on the fly

Designed dynamic banners to fit eight ad units

Created a matrix of messages, prices, currencies and creatives

THE RESULTS

Reduced banner design requirements by 96%

Produced click-through rate 80% better than GCC industry average

Secured 85 test drives

Secured 85 test drives

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