Car rental company Alamo Rent A Car has appointed Quantcast to launch its real-time online advertising campaign as part of a wider marketing strategy to boost rentals in key European, Middle East and African markets.
The campaign, managed centrally from London, will primarily target EMEA-based residents travelling to the USA and will go live in early May.
The appointment comes as part of Alamo’s growth plans for 2013 which include a greater use of targeted direct response marketing activities to ensure the return on advertising spend is maximised.
Stefano Biondi, Alamo’s Marketing Director for EMEA, says: “A key challenge for us was to drive a higher volume of sales, as well as a higher value per sale, but within a defined cost per acquisition limit. Real-time ad targeting has been something we’ve looked at for a while and then we saw how successful Quantcast had proven to be for others looking to achieve this type of return.”
Phil Macauley, Quantcast’s UK Managing Director says, “Real-time is part of our heritage, so it’s a great fit with Alamo who were the first ever car rental company to provide real-time booking capabilities on the web back in 1995. Not only did Alamo have very specific ROI requirements but they needed the complex elements to be delivered within one manageable campaign – a really important factor for clients in such a relatively new discipline.”
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