With car buyers spending 80% of their research time online, digital advertising has become vital to the sales cycle. CDK needed a way to give dealer customers more control over ad purchases, moving beyond manual optimization by their Digital Advertising Analysts. The goal: create a tool that allowed dealerships to directly buy digital ads online.
Working under a tight timeline, we ran a Google Design Sprint to fast-track ideas into action. In just four months, the team launched a pilot ad-buying platform that was adopted readily by dealers. The success of the pilot set the stage for Version 1 of CDK’s Online Ordering System, which was then put into development.