Running Kia's Direct Response campaign provided valuable information on the best performing data and audience segments, the most successful creative formats, and key sites. This data was essential to getting Kia's campaign off to a good start. The challenge was to use previous knowledge in order to develop a scalable, high performance campaign that stimulated interest for the Kia Motors brand, promoted the Sportage model and utilised the budget in an efficient and sustainable way.

To stimulate interest for the Kia Motors brand.

While applying insights gained from past initiatives formed part of the strategy, Yahoo! analysts expanded the reach of the campaign by targeting additional data and audience segments and trialling new publishers on the Yahoo! Network. The solution combined a mix of 3rd Party Data and Yahoo!'s Proprietary Data. Network Re-targeting was an essential tool for maximising campaign performance by allowing Yahoo! to understand the users who clicked on Kia ads and serve them messages in customised formats.

Against the key goal of driving dealer enquiries via their website, Kia's Yahoo! DR campaign saw the CPA rate drop by 35.2% below their initial target. Against the second goal of generating brochure requests, the campaign achieved a similarly strong improvement on target of 32.3%.The campaign produced a significant Click Through Rate (CTR) of 0.15% and achieved a high volume of conversions.

The Yahoo! Direct Response Network is comprised of many different behavioral categories such as Finance and Entertainment. Monitoring the performance of the Kia Motors campaign uncovered the strongest performing segments for the client: Auto, Finance, Retail and Travel.