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
|
How to Replicate their Success
- As with any brand advertising campaign, measure and optimize against relevant Brand Lift metrics. For automotive campaigns, these often focus on attitudes / attributes, given the long-term nature of the engagement with the consumer. Click-through rates are irrelevant.
- Informative and/or educational creative can be very effective on this front. In this particular campaign, creative highlighting futuristic capabilities led to the Brand Lift against the desired objective, with 41% of consumers exposed to the creative agreeing that the brand was innovative and technologically advanced.
- Effective targeting is key to the success of automotive campaigns, as is measuring Brand Lift against each targeting segment in real-time, in order to make the necessary adjustments to optimize Brand Lift. In this particular campaign, impressions were shifted to the best performing targeting segments to drive the desired result.
- Higher frequencies of exposure are often needed to shape consumer attitudes about a particular brand, but this is not always the case. In this particular campaign, a single exposure drove the greatest Brand Lift. Leverage real-time data on the impact of frequency to determine the optimal exposure level for any given campaign.
