How Locauto Leveraged Adlook’s Next-Gen DSP to accelerate growth with AI-driven traffic quality
The Client
Locauto is a premier car rental company in Italy, recognized for providing flexible and reliable mobility solutions across the region. To manage its digital growth and marketing effectiveness, Locauto partners with Tangoo, a leading media agency that oversees the brand’s programmatic strategies.
The Challenge
The partnership faced the dual challenge of scaling high-quality website visits while simultaneously improving cost efficiency. Adlook and Tangoo needed to develop a strategy that could significantly contribute to rental conversions without relying on traditional third-party cookies. The objective was to drive more qualified traffic and build a strong brand awareness among a tailored target audience with high intent for vehicle rental bookings, while ensuring efficient budget allocation and cost reduction.
The Strategy
Adlook focused on a precision-driven approach to convert high-intent interest into measurable site visits. By prioritizing first-party signals and AI-powered scalability, we:
- Created a tailored audience of vehicle rental bookers to ensure the campaign reached high-intent users likely to contribute to rental conversions.
- Implemented tracking on the client’s website to feed our proprietary Deep Learning bidder with first-party signals, allowing the engine to understand exactly which users represented the highest value.
- Applied the first-party data to optimize the campaign in real-time and automatically find similar users across the open web, scaling the campaign’s reach effectively without the necessity of third-party data.
The results
The surge in qualified traffic translated directly into real business outcomes, proving the value of AI-driven targeting. By swapping programmatic noise for real business outcomes, the campaign achieved exceptional growth in both volume and efficiency:
- Qualified Visits Growth: Continuous refinement of audience segments led to a noticeable increase in qualified traffic to the Locauto website, with growth of 150% over six months, demonstrating strong audience engagement and reach.
- Reduction in Cost Per Visit: A 53% year-over-year decrease in Cost Per Visit reflected significant efficiency improvements across the marketing activation. These gains were driven by enhanced targeting capabilities powered by Adlook’s privacy-safe solutions, strengthening the overall effectiveness of the media strategy.
- Strong improvement in post-view conversion, indicating increased propensity toward rental bookings following ad exposure.
Through the Client’s Eyes
Adlook’s innovative targeting solutions and deep learning bidder have been instrumental in delivering our results with Locauto. The increase in site visits and conversions, combined with media efficiency, has reinforced the value of our partnership and elevated our overall programmatic efforts.”
Looking ahead
Following this success, the partnership aims to scale the use of Adlook Smart solutions across broader full-funnel activations. By establishing a consistent media quality baseline and leveraging strategic insights, Locauto and Tangoo will continue to apply these AI-driven learnings to global strategic initiatives, ensuring they stay ahead of the curve in a competitive landscape.
Through Adlook’s Eyes
We are thrilled to see how Adlook DSP has been able to support Tangoo Media in delivering strong results for Locauto, driving valuable performance results. This case highlights how next-gen programmatic solutions can help brands redefine how they reach their key audiences and move them through the funnel.”
