Automotive Product Lifecycle

WWW.TRIBALFUSION.COM 2
DIGITAL AUTOMOTIVE PRODUCT LIFECYCLE

Future & Concept Vehicles
• Each year, nearly every automotive
manufacturer will introduce one or
more new vehicles into an already
crowded and competitive market
• Some, not all manufacturers, are
maintaining future vehicle and
concept vehicle landing pages on
their manufacturers sites
• Tribal Fusion can provide pre-launch
audience insights for upcoming
vehicles to help in shaping campaign
planning as well as build a
retargeting pool to reconnect with
these visitors during the launch of the
campaign

New Car Launch
• New models and redesigns can
comprise 30% of the total budget for
an advertiser as there is always a
significant investment by the
manufacturer in the development of
the new vehicle
• Audience targeting requests for new
vehicle launches can comprise all
tactics of the purchase funnel but
with a focus on High Impact
awareness efforts ranging from
tandem ads, channel road blocks, as
well as large blasts during a relatively
short amount of time.

Current Models
• The model line for automotive
manufacturers not having a
significant redesign are often
supported with Direct Response and
lifestyle campaigns
• With the adoption of social media,
automotive advertisers have also
begun developing video content for
models with minor year-over-year
changes and FFV can be a means to
introduce these changes to their
target market
• Securing inclusion in the full year
upfront is the best means to maximize
budget for car models with minor
year-over-year changes

Sales Events
• Sales Events can occur at the end of
each quarter but are prominently
held during Summer and Winter
months when vehicle production has
exceeded customer demand and
when current model year inventory
at the dealership still remains on the
lots as the next year’s model is
arriving
• These seasonal sales events are often
only targeted to a mix of lifestyle and
in-market shoppers and can be
supported with all of Tribal Fusion’s
automotive full funnel solutions

Current Owners
• One of the more underrepresented
segments of the product lifecycle in
budgets today is the current owner of
the manufacturers vehicles
• With repeat owners often comprising
a significant percentage of new car
purchases, manufacturer owner and
financing digital strategies have
been relegated to social media
• Current owner and financing
manufacturer site content is not
prevalent in the strategies of today’s
automotive advertiser but can be a
new means for advertisers to
reconnect with their owners by
utilizing an owner retention strategy
targeting site visitors and Polk data

Certified Pre-Owned
• Certified Pre-Owned (CPO) cars are
used cars the manufacturer has
inspected and added an extended
warranty
• Budgets for the CPO segment are
often purchased in full year
increments during upfronts
• The CPO audience segment is
considerably smaller than the
national and regional budgets but
can, as a full year campaign, be a
large revenue source with a full year
campaign

Vehicle Purchase
• Measuring offline sales from digital
campaigns has been a long standing
challenge for automotive advertisers
• Closed Loop is a product enabling
advertisers to measure the impact of
a Polk & Datalogix targeted
campaign with offline sales
• Currently, Closed Loop should be
presented in a joint effort with the
Automotive Vertical Director

Automotive Product Lifecycle

More Related Content

Recently uploaded

Featured

Automotive Product Lifecycle