Motorpoint has partnered with Phyron to enhance its digital marketing strategy with AI-powered ads.
Promoting specific makes and models through video is no longer time prohibitive.
Rosanna Hansford, head of paid media at Motorpoint, said: “With Phyron we’ve been able to increase the volume of leads in some instances by up to 80%.
“It’s also been interesting to see the impact Phyron ads have had on lead quality, we’ve noted traffic driven from some of the assets have been undertaking more valuable actions to us as a business that are more likely to result in a vehicle purchase.”
Phyron’s AI solution allows Motorpoint’s media team to produce a vehicle-specific video for its digital channels in around 5 minutes whereas this same task would previously have taken two working days.
Utilising this tool has boosted the quality of leads, reduced costs and improved efficiency.
Hansford added: “The Phyron technology allows us to easily promote the thousands of unique vehicles we have in stock at any given time.
“As a used car retailer, our stock mix can change daily meaning that we need to be able to reprioritise what we’re advertising quickly. We’re able to strategically swap out vehicles quickly and have new ad creative ready to go in a matter of minutes.”
Motorpoint notes that the cost-per-thousand impressions (CPM) has fallen 30%. The business is reaching a larger audience while optimising budgets.
