Presented at the J.D. Power Automotive Marketing Roundtable - How is the automotive industry eliminating paid media waste and scaling content distribution? The technology, strategy, unique pricing model and lessons learned will be shared by inPowered, a leading programmatic content amplification platform.

2. Chad Pollitt
VP of Marketing
inPowered
@ChadPollitt
How the Auto Industry Uses Artificial
Intelligence to Eliminate Paid Media Waste
and Scale Content Distribution on Over 40 Native Advertising
Channels
Peyman Nilforoush
CEO & Co-Founder
inPowered
@ThePeyman

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PROGRAMMATIC CONTENT AMPLIFICATION
AI-powered platform to drive engagement and action with
owned, earned, and sponsored content across 40+ native ad
and social media channels
inpwrd.com

4. AGENDA
1. What is AI and how does it work?
2. The role of AI in content distribution and the buyer’s journey
3. Content amplification with & w/out AI – new benchmark data
4. AI Takeaways
4

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She Who Learns the Fastest Wins

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She Who Learns the Fastest Wins
ai can be your competitive advantage

8. What is
Artificial Intelligence
(AI)?
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the science of making
machines smart
Demis Hassabis, Co-Founder & CEO of
DeepMind

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Which in turn augments human
knowledge and capabilities
By @MktgAi

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The most important question to ask
yourself before choosing an AI solution:

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The most important question to ask
yourself before choosing an AI solution:
Does it actually provide value?

15. The Role of AI in
Content Distribution
And the Buyer’s Journey?
15

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of people expect
brands to create
contentHavas Group
84%

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researching content online
before making a decision to
buyJ.D. Power
13+ hours
auto buyers in the US spend over

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online content assets on
average before making a
purchaseForrester
11 different
auto buyers in the US consume

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The Problem?

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23. Agency / Brand
Content Amplification w/out AI
Manual Buys with Each Network Individually
23

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YOU’VE DEFINED YOUR AUDIENCE

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Is it the right audience?

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Are you sure?

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7
Big Problem with Content
Amplification
Source: Chartbeat Analytics
2 out of 3 paid
clicks bounce
before 15
seconds
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28. 66% OF CONTENT
AMPLIFICATION DOLLARS
ARE WASTED
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on native advertising annually
by the year 2020 globally
Adyoulike
$85B
brands forecasted to spend over

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Better distribution [promotion]
improves content’s quality, as
the feedback cycle
accelerates
Ryan Skinner, Forrester

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YOU’VE GOT GREAT CONTENT!
Owned Content Sponsored Content Earned Content

33. Content Amplification w/ AI
Single Programmatic Platform
Agency / Brand
33

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AI DEFINES YOUR AUDIENCE SEGMENTS

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AI DEFINES YOUR AUDIENCE SEGMENTS

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AI Tests and Learns –
Headlines, Images, Copy, Gender,
Devices, Interests, etc.

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7
The AI Does the Targeting for You
– Better and More Efficiently

38. Agency / Brand
38
AI Figures Out Which Channels Provide the Most
Engagement

39. Agency / Brand
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AI Figures Out Which Channels Provide the Most
Engagement

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AI Delivers Up To
80%
More Efficiency
And MUCH Greater ROI

41. Content Amplification
With &Without
AI
41

42. What the Numbers Say
using 40+ Native and
Social Networks
With andWithout AI
42

43. What the Numbers Say
using 40+ Native and
Social Networks
With andWithout AI
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*18 months worth of data across 3 verticals & millions of dollars in ad spend

44. Time to Play
The Price is Right
With orWithout AI
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46. But First… the Rules of
The Price is Right
With orWithout AI
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48. The [KPIs] Products
You’ll Be Bidding On
1. Click-through Rate
(CTR) – percentage of
users that saw and
clicked on a native ad
unit

49. The [KPIs] Products
You’ll Be Bidding On
2. Engagement Rate –
percentage of users that
viewed content post-
click from a native ad
unit and spent 15
seconds or more in the
active window

50. The [KPIs] Products
You’ll Be Bidding On
3. Cost per
Engagement (CPE) –
average cost it took to
get a user to spend 15
seconds or more in the
active content window

51. The [KPIs] Products
You’ll Be Bidding On
4. Average Engaged
Time – average amount
of time users spent
engaging with content
post ad unit click –
measured in seconds

52. Click-Through Rate (CTR)
52
Auto Finance Technology
Native & Social Networks w/out AI
Native & Social Networks w/ AI 1.76% 1.70% 1.92%
0. 64% 0.53% 0.91%

53. Click-Through Rate (CTR)
53
Auto Finance Technology
Native & Social Networks w/out AI
Native & Social Networks w/ AI 1.76% 1.70% 1.92%
0. 64% 0.53% 0.91%

54. Content Engagement Rate
54
Auto Finance Technology
Native & Social Networks w/out AI
Native & Social Networks w/ AI 21.84% 26.02% 38.81%
7.28% 8.67% 12.94%

55. Content Engagement Rate
55
Auto Finance Technology
Native & Social Networks w/out AI
Native & Social Networks w/ AI 21.84% 26.02% 38.81%
7.28% 8.67% 12.94%

56. Cost per Engagement (CPE)
56
Auto Finance Technology
Native & Social Networks w/out AI
Native & Social Networks w/ AI $0.46 $0.60 $0.49
$1.38 $1.80 $1.47

57. Cost per Engagement (CPE)
57
Auto Finance Technology
Native & Social Networks w/out AI
Native & Social Networks w/ AI $0.46 $0.60 $0.49
$1.38 $1.80 $1.47

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What Happens to CPE as the AI Gets Smarter?

59. AI-Driven Optimization Delivers Greatest Efficiency
and Eliminates Paid Media Waste
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Date dCPEMax CPE
Engagement
Pacing
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
$0.95
$0.83
$0.80
$0.71
$0.90
$0.64
$1.00
$1.00
$1.00
$1.00
$1.00
$1.00
105,263
120,481
125,000
140,845
111,111
156,250

60. Average Engaged Time with Content (Seconds)
60
Auto Finance Technology
Native & Social Networks w/out AI
Native & Social Networks w/ AI 54.02 74.39 29.58
19.14 14.74 9.89

61. Average Engaged Time with Content (Seconds)
61
Auto Finance Technology
Native & Social Networks w/out AI
Native & Social Networks w/ AI 54.02 74.39 29.58
19.14 14.74 9.89

62. Auto Engagement Performance by Channel with
inPowered’s AI
20.32% 53.06% 34.48% 30.00% 25.91%

63. Auto Engagement Performance by Channel with
inPowered’s AI
20.32% 53.06% 34.48% 30.00% 25.91%
36.01% 11.19% 36.28% 26.11% 23.31%

64. Auto Engagement Performance by Channel with
inPowered’s AI
20.32% 53.06% 34.48% 30.00% 25.91%
36.01% 11.19% 36.28% 26.11% 23.31%
44.36% 11.50% 45.45% 09.70% 17.97%

65. Auto Engagement Performance by Channel with
inPowered’s AI
20.32% 53.06% 34.48% 30.00% 25.91%
36.01% 11.19% 36.28% 26.11% 23.31%
44.36% 11.50% 45.45% 09.70% 17.97%
12.64% 26.45% 54.83% 26.70% 18.48%

66. Industry Recognition for Use of AI by Mazda
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Total Active Time
Spent w/ Content
84,840 hoursw/ AI
Positive
Consideration Rate
20.7%w/ AI

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With the help of inPowered we
are using AI to help find sweet
spots of relevance and
resonance with Mazda’s
audience
Olga Weinraub, VP, Integrated Media, The
Garage Team Mazda

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The reason we have so many variations of
content (owned, earned and paid ), audiences,
and channels is because we are trying to see
what resonates with consumers and where, as
they move through the Upper / Mid and Lower
funnel cycle
Olga Weinraub, VP, Integrated Media, The
Garage Team Mazda

69. AITakeaways
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1. AI can be your competitive advantage,
but make sure its use actually provides
business value

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2. Nearly all auto consumers use online
content when navigating the buyer’s
journey in order to make a purchase
decision

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3. It’s becoming increasingly difficult to
get content visibility online and there’s a
considerable amount of waste in content
amplification

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4. Content amplification with AI eliminates
interruptive advertising while creating
targeted scale across 40+ networks

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5. There is NO correlation between CTR
and engagement and in some cases
there’s a negative correlation

75. Bots ARE NOT Your Friend
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6. Optimizing towards Engagement
metrics using AI, as opposed to CTR,
helps eliminate waste in paid media and
delivers the greatest efficiency.

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inpwrd.com
peyman@inpwrd.com
chad.pollitt@inpwrd.com
Thank You!

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