IAB Auto Conference Deck

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IAB Auto Conference Deck

  1. 1. BE RELEVANTNew research into how targeting creative to resonate with people’s interests can boost display advertising for automotive brands Graham Ratcliffe ¦ Client Strategy Manager
  2. 2. There are a number of dimensions an advertiser must consider when planning any campaign  Medium Press Radio Digital TV Direct Mail Outdoor  Channel Search Display Video Classifieds Email Mobile  Targeting Investigate  Messaging Investigate
  3. 3. Mid-funnel activity is all about targeting the right audience with the right message Video Rich Media Large formats Homepage takeovers Targeting Dynamic messaging In-market data Personalised re-targeting
  4. 4. Dynamically target creative to resonate with consumers’ interests “Born Electric” Environmentally Parents with young Environmentally Aware kids awareAuto Enthusiast Sports Fan Family “M Power”
  5. 5. Tribal Fusion worked with third party research firm HPI Brief:€ Evaluate potential impact of targeting creative to resonate with people’s interests for automotive display advertisers Audience segments Most likely Least likely Parents with children living at home Early adopters of technology Environmentally aware Car enthusiasts Women
  6. 6. Creative design: Parents with children living at homePrimary ExecutionSecondary Execution “Which, if any, of these versions of the ad do you think would catch your attention most if they appeared while you were reading something online?”
  7. 7. Creative design: Early adopters of technologyPrimary executionSecondary execution “Which, if any, of these versions of the ad do you think would catch your attention most if they appeared while you were reading something online?”
  8. 8. Creative design: Environmentally awarePrimary executionSecondary execution “Which, if any, of these versions of the ad do you think would catch your attention most if they appeared while you were reading something online?”
  9. 9. Creative design: Car enthusiastsPrimary executionSecondary execution “Which, if any, of these versions of the ad do you think would catch your attention most if they appeared while you were reading something online?”
  10. 10. Creative design: WomenPrimary executionSecondary execution “Which, if any, of these versions of the ad do you think would catch your attention most if they appeared while you were reading something online?”
  11. 11. Results“How relevant do you personally find this ad?”
  12. 12. Results“If this had been an advertisement that you had seen online,for a brand of car that you would consider, how likely would you be to go to the manufacturer website to find out more”
  13. 13. How different are the audiences really? How can we target them? Insights: VW Passat versus Touareg audiences
  14. 14. Summary Consider the consideration phase Relevance Response Tailor the creative to users’ interests Go Beyond Retargeting
  15. 15. Thank you Graham Ratcliffe Client Strategy Manager T: 07715 497261E: graham.ratcliffe@tribalfusion-corp.com

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