Global car rental company Alamo has tasked the Dublin-based digital advertising player Quantcast to launch its real-time online advertising campaign as part of a wider marketing strategy to boost car rentals in key EMEA markets.
Quantcast, a pioneer of real-time audience measurement, announced in February that it was setting up its EMEA base in Dublin, creating 100 new roles in the process.
Alamo’s campaign it is set to go live this month to primarily target those living in EMEA regions who are travelling to the US.
Part of Alamo’s growth strategy for 2013 is to embrace more targeted direct response marketing, according to Stefano Biondi, the company’s marketing director for EMEA.
"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," he said.
Quantcast’s UK managing director Phil Macauley said real-time is part of the company’s heritage so it has proved to be a great fit as Alamo was 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 return-on-investment 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," said Macauley.
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