PistonHeads.com decided to trial VisualDNA's uniquely rich data and dynamic segmentation. VisualDNA is the world's leading provider of psychographic audience data, helping brands and advertisers improve targeting, and providing its WHY Analytics platform to help publishers understand their audiences and extend their reach.

A lead generation campaign for Magnitude Finance, the UK's specialist in providing bespoke funding for prestige automotive vehicles, was the ideal test-bed for PistonHead.com's new approach. PistonHeads.com split the first month of its Magnitude Finance campaign into two streams: the first using standard vertical targeting, and the second overlaying VisualDNA's segments.

The results were startling: while the average CTR for the standard segments was 0.14%, those overlaid with VisualDNA segments hit 1.15% - an 800% uplift. The campaign generated hundreds of well-qualified leads for Magnitude Finance, driving high conversion rates. By combining richer data and programmatic approaches, PistonHeads.com is now able to build new partnerships to push relevant and timely offers to its audience.

"We knew we had the right audience for this advertiser, but the uplift from the VisualDNA segments has taken it to the next level. The stats show how VisualDNA data enhances our vertical targeting, and we're delighted with how it performed. This helps our drive towards personalisation which means happy members and happy advertisers... VisualDNA gives us the insight we can't generate ourselves, helping us offer better value and results than our competitors. It helps us keep advertising highly targeted, relevant and timely..." Lee Williams, Executive Director, PistonHeads.com