IAB NZ: Behavioural targeting Hertz Rental Cars Case Study

Posted by IAB Australia On September 29, 2010 Research & Resources

The Client: Hertz Rental Cars
The Brief: maximise the client’s budget to promote an upcoming special “Rent for 5 days, pay for 4” campaign.
The Agency: ImMediate Ltd


  • Previous Hertz campaigns showed the increased lift in Click Through Rates that can be achieved when both Travel and Car Rental categories were combined for a single BehaviouralTarget
  • The agency were interested in seeing how Yahoo!Xtracould further apply BehaviouralTargeting for this new campaign
  • To qualify users in a BehaviouralTarget, interest is measured through searches and clicks, relevant pages viewed and/or advertising clicked during the purchase cycle defined uniquely for this product category.


IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.