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Challenges
With the advertising industry facing increasing scrutiny from consumers and lawmakers regarding privacy, Jiffy Lube, a popular auto shop chain in the U.S., wanted to test and prepare its cookieless strategy.
Wpromote, Jiffy Lube’s advertising agency, suggested that the auto shop try running contextual targeting with the chain’s always-on lead generation campaign. The two decided they wanted to assess how GumGum Contextual’s pre-bid segments in The Trade Desk compared to the brand’s evergreen behavioral tactics. Specifically, the chain hoped to see comparable metrics for its cost per store visit (CPSTV), cost per site visit (CPSV), and cost per lead generation submission (CPLG).
Methodology & Strategy
Jiffy Lube wanted to reach consumers who were interested in automotive safety, auto maintenance, and family life. Using its proprietary insights tools, the GumGum Contextual team created custom segments leveraging relevant contextual categories and keywords to reach consumers in the right mindset at scale. After the custom segments were quickly pushed to The Trade Desk, the Wpromote team applied the pre-bid segments to Jiffy Lube’s national display campaign for the month of March.
Performance & Results
Not only did the GumGum Contextual campaign achieve comparable metrics to Jiffy Lube’s evergreen behavioral targeting, but it also exceeded the advertiser’s campaign goals. The contextual targeting generated a 24% lower CPSTV, a 19% lower CPSV, and a 6% lower CPLG. Ultimately, both Jiffy Lube and Wpromote were thrilled to find a solution that performs well and positions the auto shop to be proactive amidst increasing privacy regulations.
