The Mercedes-Benz Toronto Retail Group tapped OMD to better target would-be car buyers online. Today, a whopping 80% of vehicle purchases begin online. But when people visit their local dealership, they’re often frustrated to find that it doesn’t have the car they had previously researched online. To manage the expectations of those searching for vehicles online, the team integrated first-party inventory data from different dealers to show consumers the number of available nameplates, the lowest price, as well as the closest dealership. If the dealer did not have the queried model in stock, the ad was automatically paused and the customer saw a regional ad highlighting remaining models at other dealerships. The program led to a 38% decrease in cost per inventory search.