Case Study
Shifting gears: How Nissan Italy accelerated customer acquisition with HAQM DSP Performance+
Product(s) used
Goals
- Transform customer acquisition strategy
- Reach potential car buyers at the right moment in their purchase journey
- Generate cost per acquisition (CPA) leads and drive key business actions
Approach
- Leveraged HAQM Ad Tag to capture first-party conversion signals
- Utilized AI-driven display campaigns through HAQM DSP Performance+
Results
- 15% lower CPA than the original goal
- Reached 5.3 million unique customers
- 62% higher click-through rate (CTR) compared to benchmarks
The automotive industry is undergoing a significant digital transformation, and Nissan is no exception. Gone are the days when customers routinely visited multiple dealerships before deciding on their next vehicle. Today, customers visit 65% fewer showrooms and spend twice as much time researching online, comparing models, reading reviews, and exploring options digitally. 1 Buyers now prioritize the convenience and transparency of online experiences, shifting traditional sales models to digital-first strategies. 2 Strategies like virtual showrooms, online configurators, and pre-order options are reshaping the industry, empowering consumers to research, customize, and purchase vehicles without visiting a dealership. 3-4 Faced with this changing landscape, it’s essential for automotive brands to embrace data-driven advertising that delivers measurable results.
Nissan Italy recognized the need to adapt to shifting consumer behavior. With buyers spending more time online and less time visiting showrooms, they developed a custom Car Configurator—an interactive tool that allows customers to select and customize their preferred model, receive instant quotes, and connect with their nearest dealership. This personalized approach creates a seamless bridge between digital exploration and physical purchase.
Nissan's interactive car configurator showing customization options
To maximize the tool's impact, Nissan Italy needed to transform their current customer acquisition strategy to reach potential car buyers at the right moment in their purchase journey. They partnered with their advertising agency, OMD, and HAQM Ads to promote their crossover SUV, the Nissan Qashqai. By leveraging HAQM DSP Performance+, they launched an AI-driven display campaign that streamlined setup and harnessed HAQM's advanced machine learning technology.
AI models to reach the right customers
Nissan Italy leveraged the HAQM Ad Tag (AAT) tool through a simple pixel integration across their website properties, allowing them to capture first-party conversion signals that were then activated in their HAQM DSP Performance+ display campaigns. Performance+ combines these signals with HAQM's exclusive shopping, streaming, and entertainment insights, while continuously scoring bid opportunities in real time to connect with high-potential customers. This machine learning approach enhanced campaign effectiveness, helping Nissan Italy build a smarter, more efficient advertising engine that reaches potential buyers at scale—whether they're actively searching for a car or just exploring options.
Example of campaign display ad banner
Example of campaign display ad
Results that speed past expectations
Over a three-month period, this approach delivered impressive results, focusing on incremental engagement and driving key business actions. The campaign surpassed expectations, achieving a 15% lower CPA than the original goal and reaching 5.3 million unique customers, delivering a 62% higher CTR compared to their benchmarks. 5 These results demonstrated the effectiveness of HAQM DSP Performance+ in improving automotive advertising, making Nissan Italy the first automotive brand in Europe to implement this solution. Based on this success, the brand subsequently expanded its Performance+ strategy to Spain and France.
HAQM Performance+ proved invaluable in achieving our prospecting campaign goals, thanks to its continuous optimization capabilities, advanced targeting through predictive ML technology, and the exceptional support provided by the HAQM team.
— Michele Petrilli, Nissan Italy
Through this collaboration, Nissan Italy not only enhanced its advertising effectiveness but also turned digital interactions into meaningful connections with potential buyers. By aligning their strategy with evolving consumer behaviors, they converted challenges into opportunities.
Simplicity meets control
OMD and Nissan Italy built and managed Performance+ campaigns with ease, highlighting how intuitive tools allowed campaigns to launch in as few as four clicks. With Performance+, OMD maintained control over critical optimization levers like brand safety, frequency, and supply, ensuring smooth execution and impactful performance.
We implemented HAQM Performance+ within our client channel mix to drive significant growth for Nissan. By harnessing the power of automation and predictive analytics, we've been able to refine our targeting and boost conversions.
— Noemi Genco, Digital Director at OMD, Italy
After the success of their initial campaign, Nissan expanded Performance+ in 2024 to include three additional car lines in Italy: the Juke, X-Trail, and Ariya. Performance+ enabled these campaigns to effectively engage car buyers at every stage of their digital journey, reaching a 42% improvement in CPA versus previous year for the Qashqai car line. 6
Driving the future of automotive advertising
Nissan Italy's journey underscores the importance of aligning with digital consumer behavior. By combining easy-to-use AI-powered technology with clear, focused strategies, they maximized performance, streamlined execution, and achieved measurable results. With HAQM DSP Performance+, Nissan Italy didn't just advertise—they accelerated their journey toward a data-driven future. As the automotive industry continues to evolve, this approach paves the way for more effective marketing. Buckle up, the road ahead is full of opportunity.
1 J.D. Power, US, 2023.
2 Deloitte, Global, 2024.
3 McKinsey & Company, Global, 2023.
4 Formacar, Global, 2024.
5 HAQM internal, Italy, 2024.
6 Advertiser-provided data, Italy, 2024.