This document discusses how targeting creative content to people's interests can boost display advertising for automotive brands. It recommends considering the medium, channel, targeting, and messaging when planning campaigns. Mid-funnel activity should target the right audience with relevant messages using video, rich media, and personalized retargeting. Research showed tailoring ads to audiences like parents, tech enthusiasts, and environmentalists increased perceived relevance and likelihood of visiting the manufacturer's website. Effective targeting requires going beyond simple retargeting to tailor creative content to each group's interests.

1. BE RELEVANT
New research into how targeting creative to resonate with people’s interests
can boost display advertising for automotive brands
Graham Ratcliffe ¦ Client Strategy Manager

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. 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. Dynamically target creative to resonate
with consumers’ interests
“Born Electric”
Environmentally Parents with young Environmentally
Aware kids aware
Auto Enthusiast Sports Fan Family
“M Power”

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. Creative design: Parents with children living at home
Primary Execution
Secondary 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. Creative design: Early adopters of technology
Primary execution
Secondary 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. Creative design: Environmentally aware
Primary execution
Secondary 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. Creative design: Car enthusiasts
Primary execution
Secondary 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. Creative design: Women
Primary execution
Secondary 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. Results
“How relevant do you personally find this ad?”

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. How different are the audiences really?
How can we target them?
Insights: VW Passat versus
Touareg audiences

14. Summary
 Consider the consideration phase
 Relevance Response
 Tailor the creative to users’ interests
Go Beyond Retargeting

15. Thank you
Graham Ratcliffe
Client Strategy Manager
T: 07715 497261
E: graham.ratcliffe@tribalfusion-corp.com