In order to retain Jaguar in upper funnel ad conquest buys, we had to create relevant content pertinent to where the user was along the site. I was tasked to solve not only the experience and type of content, but also to incorporate new techniques in the space provided.
The solution was the Guidebook product which showcases pertinent KBB information like expert and user ratings along with valuable 3rd party reviews as they are still deciding on luxury sedans along the path. It's a 3 panel filmstrip which contains an OEM ad in between KBB panels.
•Filmstrip more than 2.2X better than Benchmark with a CTR at 0.37%
•Filmstrip’s largest conquest was versus Corvette and performed
2.4x better than benchmark CTR.
Jaguar USA is the first OEM to purchase this type of ad buy. The success of this product changed the way 300x250 Medium Rectangle sponsorships were sold as we introduced HTML5 300x600 units.