• by Tyler Loechner  @mp_tyler, October 17, 2013

Rocket Fuel on Thursday announced the results of a Subaru campaign that targeted car shoppers who were not initially considering Subaru. According to the release, the campaign was designed around finding consumers that could provide "the most incremental uplift" instead of targeting audiences that were already more likely to interact.

As a result, Subaru claims to have had 73,000 new dealer interactions in 2013. Additionally, the companies claim that shoppers who saw Subaru ads delivered by Rocket Fuel were 84% more likely to convert than those who didn't.

"This methodology is in contrast to traditional approaches that show ads to people based on their absolute propensity to 'convert," stated Brandon Miller, senior engagement strategist at Carmichael Lynch, Subaru's agency. He argued that "most ad tech companies simply measure lift."

Middle-income consumers between the ages of 25-44 ended up being the most targeted demographic in the campaign, and ads shown during working hours were among the most efficient in terms of conversion, per the release.