VU Compare is said to cater to thousands of consumers seeking competitive car leasing deals. Credit: K-FK / Shutterstock.

UK-based car lease comparison platform VU Compare has partnered with NinaData, a provider of contextual advertising solutions.

This collaboration aims to enhance VU Compare’s precision in keyword search for audience targeting.

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NinaData’s WordIntent platform is designed to address the challenge of high cost-per-click (CPC) in search engine marketing (SEM).

It leverages a proprietary genAI and large language model to align ads with relevant, contextual content across the web, providing a cost-effective alternative to traditional search ads.

VU Compare is said to cater to thousands of consumers seeking competitive car leasing deals.

NinaData CEO Valtteri Pukander said: “It is increasingly challenging to achieve a profitable return on SEM investments, especially as competition on high-demand keywords pushes costs ever higher.

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“Our partnership with VU Compare addresses this head-on, enabling them to benefit from SEM-level precision at a fraction of the cost through contextually targeted display ads.”

The partnership with NinaData offers VU Compare an “efficient, lower-cost” alternative to traditional SEM by leveraging contextual ad targeting.

Through WordIntent, VU Compare can utilise its existing search ad creative and keyword lists to reach users with high purchase intent outside the search ecosystem.

NinaData enhances visibility by matching ad creative with landing pages and web pages for improved relevance and performance.

Early tests with VU Compare demonstrated “outstanding” results, with NinaData’s precision targeting achieving a tenfold increase in return on investment (ROI), the company said.

This was achieved by optimising URL-level targeting powered by semantic search, exact keyword matching, and advanced purchase intent analytics.

Pukander added: “We are not trying to recreate the specific intent of a search query tied to high CPC keywords but to target highly relevant content and display ad inventory at much lower effective CPCs compared to search engines.

“In effect, VU Compare can spend significantly less on display advertising than they otherwise would in search engine marketing.”