After years of using the automotive merchandising website duPontRegistry.com for our clients to advertise their vehicles, we formed a strong relationship with the CEO and General Manager. Brand Flights approached duPont Registry with the idea to create a new ad technology product and revenue stream for their sales team.
Brand Flights developed the remarketing program for duPont Registry Media to resell to their over 750 subscribing dealership clients. Using the Programmatic Media buying platform Doubleclick Bid Manager and Google Tag Manager we created over 25 custom audiences (by luxury vehicle make), tag firing parameters, and dynamic ad serving to show real time inventory display ads based on customer site behavior. Our team collaborated with the dupontregistry.com internal development team on Google Tag Container placement, Google Analytics events testing, Q&A and deployment.
Brand Flights concurrently built dynamic creative ads, that are customizable and co-branded featuring dealerships and the publisher. We also defined daily vehicle feed requirements to pull details into ads for over 55,000 vehicles, and built logic to display tje most relevant vehicles for participating dealers in display ads. Ads click to specific vehicle detail pages on dupontregistry.com, or to the specific dealership websites. Brand Flights provides complete program management from client on-boarding, data management, ad trafficking, reporting and creative optimization.
The program is extremely successful for both duPont Registry as a powerful ad sales product, and for their dealership clients to generate more qualified vehicle inquiries.