'Sponsored Session How Authenticity in Automotive Marketing Shapes Brand Outcomes' at Mumbrella Automotive Marketing Summit 2022

2. YR23
PRODUCT
RELAUNCH

3. CAREXPERT
How Authenticity helped us

4. CAREXPERT.COM.AU
AUDIENCE GROWTH
Source: Google Analytics (Mar 20 – Aug 22)
+$10M
Advertising
Campaign

5. MOST WATCHED AUTO YOUTUBE
CHANNEL IN AUSTRALIA
CAREXPERT
Source: Socialblade, Aug 2022
Sep-20 Oct-20 Nov-20 Dec-20 Jan-21 Feb-21 Mar-21 Apr-21 May-21 Jun-21 Jul-21 Aug-21

7. Auto Advertising for
brand uplift
What can we learn from regular campaign measurement?

8. Notices
ads
Becomes
aware
Considers
brand
Visits
store
Buys
product
Exposed
to ads
Intends
to buy
Prefers
brand
Where premium
media add real value
click
Where conversations
too often end up
About Brand Metrics
Our mission is to turn brand
lift measurement from ad hoc
research, into an always-on
campaign metric.
Focused
Consistent
Scalable
Automated
Brand lift: the new campaign metric

9. We help premium publishers to measure brand lift at scale
45
Premium Publishers
16
Different Countries
122
Industry Categories
16,000+
Measured Campaigns

10. Extracting insights from consistent brand lift data
Benchmark comparison
How does this result
compare to the
benchmark averages?
Brand standings
What is the brand’s
latent position with the
campaign audience?
Brand lift
How has the
campaign impacted
four key metrics?

11. The Auto industry has been one of our highly measured categories
Around 900 Auto
campaigns have been
measured by Brand Metrics
Most major car brands have
had campaigns measured:
…and many more
Benchmarks also compare
different parts of the Auto
industry:
Car brands
Premium car brands
Car dealers
Tyres
Auto services

12. Category benchmarks reveal different brand lift performance patterns
Awareness Consideration Preference Action intent
All categories
brand lift (index)
100 100 100 100
Auto category 101 108 109 99
Highest category 118
(Energy/Utilities)
116
(Insurance)
123
(Insurance)
112
(Retail)

13. Insight 1: Auto brands have above average levels of brand familiarity
Implications:
For new/smaller brands:
• A challenge in cutting through category clutter.
• Need memorable, distinctive creative to
differentiate the brand and build familiarity.
For more familiar brands:
• Focus is more about driving lower funnel metrics:
Why put my brand on the radar? (consideration)
Why is my brand better than its competitor (preference)
Why test drive/buy it now? (action intent)
61.1%
= average awareness brand standing for
auto brands
16% (index)
Considerably higher than “all category”
average
Only two other categories have higher
levels of awareness brand standings:
Gambling = 64.7%
Electrical/Tech/Telecoms = 62.6%

14. Insight 2: Auto campaigns generate above average levels of brand lift
Implications:
• Auto is an engaged category with strong brand lift.
• High creativity needed to outperform the market.
• Brand lift for content-driven auto campaigns is much
higher than average.
Average content-driven auto brand lift = +22.8%
• Smaller, but more engaged audience, “pulled” to
consume the content.
• Content provides opportunity to reach an audience
familiar with the brand and wanting to know more.
+11.8%
= average brand lift score for auto
brands
9% (index)
Higher than the “all category” average
brand lift score
Only two other categories have equal or
higher levels of average brand lift:
Travel & Tourism = +11.8%
Insurance = +12.3%

15. Insight 3: Display & Content -driven campaigns play different roles for auto
brands
Implications:
• Display campaigns:
• Play a role in driving awareness brand lift, albeit
from a high category baseline.
• Also help drive greater purchase intent.
• Content-Driven campaigns
• Play a key role influencing mid-funnel metrics –
consideration and preference.
• Shows the importance of building campaigns to drive
different metrics via different digital channels.
% of brand lift
contribution by metric
Display
campaigns
Native
campaigns
Awareness 32.3% 21.5%
Consideration 29.3% 37.3%
Preference 23.2% 28.9%
Action intent 15.2% 12.3%
Total brand lift 100% 100%

16. Case Study: CarExpert content campaigns – Luxury Brands
Learnings:
• 3 x Luxury OEM Campaigns measured
• Measured effect of independent, editorial content
only. No sponsored content / ad units measured.
• Written and video content.
Outcomes
• Brand Familiarity of 80%, is 19% above industry
average showing a highly engaged audience.
• 17% brand lift, builds on the already extremely
engaged audience (80% brand familiarity).
• The biggest shift in brand preference came from
”Attitude” and “Opinion” towards the brands featured in
the content.
+17%
Average total Brand Lift, from content
only campaigns.
Areas that generated the most brand
uplift from Content Campaigns
Positive Attitude (preference) +5%
Opinion (consideration) +4.7%
80%
Average brand familiarity on
CarExpert.com.au

17. 5 ways to make campaign measurement data work for you.
1. Keep it simple
Collect consistent data related to the
campaign’s impact on key brand
metrics.
2. Little and often
Collect a little data per campaign, but do
so on as many campaigns as possible
3. Remain Independent
Ensure measurement process is
transparent and objective.
4. Be open minded
Embrace all results, higher and lower.
Learn from every campaign.
5. Virtuous circle
Feedback learnings into future
campaigns, to build success.
Success breeds
success
Total brand
lift (Index)
All campaigns 100
Measure under 25
campaigns p.a. 94
Measure over 250
campaigns p.a. 116

18. Turn campaign
effectiveness into an
essential brand metric

19. DISCUSSION PANEL
AUTHENTICITY IN AUTOMOTIVE

20. Paul
Maric
CarExpert
Founder
Alex
Mclean
BMW
General Manager
Marketing
Stephen
Connor
Volvo
Managing
Director
DISCUSSION PANEL
AUTHENTICITY IN AUTOMOTIVE
Gavin
Merwood
Brand Metrics
APAC Lead