Proprietary digital advertising technology delivers
personalized VDP experience within ad units
SYRACUSE, NY – August 19, 2019 – Impel, the global leader in digital automotive merchandising software, launched today the auto industry’s first Experiential Retargeting™ ad product at the Digital Dealer 27 Conference & Expo in Las Vegas. The Company’s newest offering leverages Impel’s 360° WalkAround® and Feature Tour® technology to deliver personalized VDP experiences directly to in-market shoppers, even after they leave a dealer’s website. By employing more interactive and educational retargeting ads, dealers are able to drive higher quality traffic back to their website. Impel will be showcasing the technology at Digital Dealer 27, booth #621, from August 19-21.
Traditional automotive retargeting suffers from a number of shortcomings. First, most retargeting programs treat all website visitors equally. Active in-market shoppers who have demonstrated significant engagement with specific vehicles receive the same level of retargeting investment and non-personalized content as casual browsers or someone looking for the service department phone number. Second, traditional retargeting ads rely on static photos and creative formats that are less compelling than the original website experience, leaving consumers with no ability to engage beyond clicking through and leaving the website they are currently on. Third, the vast majority of retargeting ads employ a single image and generic vehicle descriptions. These ads do little to convince a consumer to return to the dealer’s website, differentiate the dealer’s inventory, or help consumers assess whether that vehicle meets their individual needs.
Impel’s experiential retargeting product leverages proprietary digital merchandising technology to replicate a dealer’s showroom experience within an online ad format. When coupled with dynamic bidding algorithms and first-party behavioral data generated by the Impel merchandising platform, the Company is able to deliver higher quality VDP views at a nearly 90% lower cost than traditional digital advertising campaigns. Impel is currently offering its experiential retargeting product in two formats:
360° WalkAround ads allow consumers to take a virtual tour by rotating the vehicle image to any viewing angle they desire. A full 360° viewing experience is available directly in the ad unit, enabling shoppers to explore a vehicle without leaving the website they are currently browsing. Impel is the first and only company to offer this rich media advertising capability.
Feature Showcase ads highlight specific vehicle features that a consumer is most likely to be interested in. Ad content is personalized to each shopper, based on their demonstrated vehicle and feature interests. Unlike traditional product-centric retargeting ads, Impel’s feature-focused ads provide valuable information that can be used to determine if a particular vehicle meets a shopper’s needs.
“Impel is literally rewriting the book when it comes to providing tools that help dealers spend their digital advertising dollars more wisely, while at the same time delivering a better experience for consumers,” said Brian Pasch, auto industry thought leader and CEO and Founder, PCG Digital. “As more and more of the auto shopping experience moves online, digital competency has become a critical driver of success for every dealership. These experiential ad formats provide a fresh new way to reengage high-value car shoppers, and by distinguishing true shoppers from casual website visitors, this platform allows dealers to tailor their ad spend and plug profit leaks that are far too prevalent in the industry today.”
“Helping shoppers fall in love with their next vehicle has always been at the core of what we do,” said Devin Daly, Impel Co-Founder and CEO. “Dealers have long relied on our digital merchandising tools to deliver a more engaging and educational experience on their VDPs. Now, we are writing the next chapter in our Company’s evolution by helping dealers distribute these same interactive experiences directly to consumers, through the ads they see on the most popular sites on the web. It’s an exciting time in the industry and we are thrilled to be leading the charge when it comes to digital automotive marketing.”
Impel offers automotive dealers, wholesalers and OEMs the industry’s most advanced platform for digital automotive merchandising. The company’s 360° WalkArounds® and Feature Tour® products build trust between buyers and sellers by bringing the physical showroom experience to car shoppers wherever and whenever they want. Impel’s proprietary shopper behavioral data and VINtelligent® Retargeting solution enable vehicle sellers to deliver hyperpersonalized interactions across the entire car shopping journey. To date, more than 300 million virtual WalkArounds have been experienced by car shoppers across 15 countries. To learn more about Impel, visit Impel.io.