Had a demo with iHeart this morning and their XVin solution. It appears to be a retargeting solution, but I am curious if anyone is using it and what their feedback is.
I kept pressing for where they were getting the data from the "3rd party anonymous sites". It appeared to just be retargeting. Curious is someone us using it and looking closely at the behavior on their website (with goals and conversions) as it clicks through. If it is just retargeting, you already paid once to generate the VDP (eg. they looked at that specific car on AutoTrader) and then XVin is just retargeting that specific car wherever the shopper goes. Am I incorrect?$1 per VDP view seems a little pricey when they are using dynamic Facebook AIA and Google Display Ads to generate the traffic.
Although compared to LotLinx's average cost per shopper of around $3-4 using similar tactics, it seems like a bargain.
They sure have dealers' trigger words nailed down though - conquest your competitor's traffic and cancel your third parties!
Did iHeart actually develop this program? Historically they've been more of a middleman reseller of other companies' white-labeled services...
It's not retargeting in the traditional sense - AutoTrader is certainly not letting xVin place a retargeting pixel on their website. I'm guessing they are just overembellishing how a standard run-of-the-mill in-market audience operates and/or grabbing device id's from other ad exchanges that exist on Autotrader.comI kept pressing for where they were getting the data from the "3rd party anonymous sites". It appeared to just be retargeting. Curious is someone us using it and looking closely at the behavior on their website (with goals and conversions) as it clicks through. If it is just retargeting, you already paid once to generate the VDP (eg. they looked at that specific car on AutoTrader) and then XVin is just retargeting that specific car wherever the shopper goes. Am I incorrect?
The traffic coming in has a UTM tag, so I can measure if it is engaging or not. Lotlinx would appear to come in at 3x the price - are you telling me that Lotlinx is converting 3x or more better? (I have not tested yet, completing due diligence)Xvin is just generating vdps views and grading itself on how many they bring a dealer. Same as all the others and SEM. They don't have the tech that Lotlinx does to eliminate dreamers and "shoppers" and focus on low funnel buyers. Lotlinx had really upped their technology in the last 2-3 years. It's no longer smoke and mirrors and their platform using a dealers GA shows the raw data. And LX can tell you who is a "net new" shopper (not on the site in the last 2 years) and who isn't. Not a retargeting tool but certainly takes the consumer journey and where they've been into the equation
Our analytics data has shown that LotLinx traffic isn't typically high quality when compared to other traffic sources (including our internally managed dealership Facebook automotive inventory ads).Xvin is just generating vdps views and grading itself on how many they bring a dealer. Same as all the others and SEM. They don't have the tech that Lotlinx does to eliminate dreamers and "shoppers" and focus on low funnel buyers. Lotlinx had really upped their technology in the last 2-3 years. It's no longer smoke and mirrors and their platform using a dealers GA shows the raw data.
In our experience, LotLinx traffic tends to have an extremely high exit rate (1-page visitors only) and a very low goal conversion rate
Low funnel Buyers don't need to email or text or want to be bothered by a follow up call. They want to buy the car.
We went from “its no longer smoke and mirrors and it’s all in Analytics”, back to don’t trust Analytics, trust your gut.Both are true...
Successful Auto Retail is both math and art... analytics and domain based gut calls.
I love auto.