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NZ Case study: Hertz Rental Cars: Yahoo!Xtra Behavioural Targeting Brings Great Results
The Client: Hertz Rental Cars
The Brief: maximise the client’s budget to promote an upcoming special “Rent for 5 days, pay for 4” campaign.
The Agency: ImMediate Ltd
- Previous Hertz campaigns showed the increased lift in Click Through Rates that can be achieved when both Travel and Car Rental categories were combined for a single BehaviouralTarget.
- The agency were interested in seeing how Yahoo!Xtracould further apply BehaviouralTargeting for this new campaign.
- To qualify users in a BehaviouralTarget, interest is measured through searches and clicks, relevant pages viewed and/or advertising clicked during the purchase cycle defined uniquely for this product category.
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