Automotive

Successful Online Brand Advertising Campaigns: Promoting Automotive Brands

For most consumers, the purchase of a car or truck is a major decision, and one of the largest they will make with regards to allocating their disposable income. Given this dynamic, brand advertisers in the automotive industry need to invest heavily in shaping consumers opinions and attitudes toward their brands on an ongoing basis. And just as importantly, these marketers need to know their advertising is driving the desired result — Brand Lift — in order to justify their investment. Digital advertising, which provides the opportunity for advertisers and the publishers they work with to optimize the elements driving Brand Lift — creative, placement, and frequency — in real-time, is an ideal medium for promoting automotive brands, as can be seen in the following campaign promoting a well known luxury auto brand:

CAMPAIGN Shape consumer perception of a luxury auto
BRAND LIFT OBJECTIVE ATTITUDES / ATTRIBUTES
RESULTS 41% lift in agreement with key branding attribute

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