When Audi was preparing to launch its new customizable vehicle, the Q2, the

company wanted to personalize its marketing. The goal was to create a campaign
that would live up to the brand’s slogan: ‘Vorsprung durch Technik’ – or
‘Advancement through Technology’.

Audi worked with Google to join the dots and analyze its key touchpoints in
relation to analytics. Data included floodlight tags (or image pixels) on the Audi
site, enabling the creation of remarketing lists of previous website visitors, as well
as in-market segments, which helped Audi discover new users whose online
behaviors showed their intention to make a car purchase.

A car configurator on the brand website allowed consumers to digitally customize

their dream car, enabling Audi to collect information about users’ tastes. This was
used to dynamically drive ad creatives.

A user’s position in the sales funnel – from someone with no previous contact with
Audi, to someone who had completed a configuration of the new Q2 – coupled
with insights into their preferences (such as model and color), informed the ad that
would be served, ensuring it was highly relevant.

Buying ads programmatically led to an average conversion rate four times higher

than those bought using traditional methods.

In the last phase of audience qualification, using dynamic creative ads with the
visitor’s individually configured car (chosen from over 6,000 combinations)
delivered more than double the efficiency of standard ads.