CHICAGO — Affinitiv has added Instagram social ads to its Connectiv Prospect conquest campaign marketing solution, the company announced.

Executives cited the results of a 30-day pilot at Cullman (Ala.) Chrysler-Dodge-Jeep-Ram, where the Instagram update more than doubled the number of social impressions compared to Facebook ads alone, from 20,019 impressions in September to 45,878 impressions in October; the dealership’s cost per vehicle sold fell from $250 to $167 after four months.

“Marketing to car shoppers via traditional channels such as television, radio and direct mail drives the CPVS up,” said Affinitiv CEO Scot Eisenfelder. “Digital marketing, with the power of predictive analytics behind it, allows dealers to target only in-market shoppers.”

The Instagram update is available to auto dealers using Connectiv Prospect at no additional cost, according to the provider.

Visit Affinitiv at Booth 2139S at NADA Show 2019.

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