Using Multiscreen Programmatic Campaigns to drive€¦ · billion on advertising, with over one-third dedicated to mobile. “Using Multiscreen Programmatic Campaigns to Drive Automotive

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02 Using Multiscreen Programmatic Campaigns to Drive Automotive Marketing

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Shift Into High Gear: The Power of Data for Automotive Marketers and Consumers

Finding Your Audience: The Programmatic Approach

3 Ways To Reach Car Buyers With Targeted Campaigns

Making the Most of Multiscreen, Multi-format Advertising

3 Ways To Create a Seamless Ad Experience Across Platforms

What's the Best Metric?

5 Payoffs of Using Data to Build Your Brand

Where Collective Can Help

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The power of data for automotive marketers and consumers

BMW set a new benchmark for consumer engagement when the company launched its BMW X3 Customer Video Portal. The Portal allowed customers to watch their car being built in real-time—an engaging, socially sharable moment of excitement and brand engagement. It was perfectly timed to capitalize on the red-hot popularity of social video channels such as YouTube, and an innovative way to capitalize on multiscreen media consumption.

BMW's Portal demonstrates the importance of engaging consumers at every relevant touchpoint, and on every digital screen. Today’s consumers own three to four digital devices each, and brands are finding it increasingly difficult to reach this always-on audience. Today’s marketers need a solid advertising and engage-ment strategy for every channel and screen. Car buyers are universally connected. According to a recent study conducted by the Interactive Advertising Bureau (IAB), 96 percent of consumers research online before making a large purchase, especially when considering a new car. During this period, these prospective auto buyers were more likely than the general population to be influenced by digital ads, including search and pre-roll ads. Consequently, automotive advertisers must position themselves to be both local and relevant, and that means targeting the right audience through digital chan-nels. The US Automotive industry’s digital advertising spend is expected to grow to nearly $11 billion through 2018, according to eMarketer’s 2014 Digital Ad Spend-ing by Benchmark report. This year, the automotive industry will spend over $6 billion on advertising, with over one-third dedicated to mobile.

“Using Multiscreen Programmatic Campaigns to Drive Automotive Marketing” is a guide that illustrates how marketers can leverage new, sophisticated data and analytics tools to better tap into the multiscreen consumer and build a connected brand experience.

“ ” Multiscreen programmatic is the simultaneous delivery of ad messaging across all devices

where content is being delivered/consumed.

In their own words:

automotive advertiser

Shift Into High Gear:



Finding Your Audience: The Programmatic Approach

Today’s marketers understand the characteristics and demographics of a good, qualified buyer. But conventional targeting methods are less effective than ever. Unfortunately, the proliferation of channels, screens, and digital choice make it impossible to effectively reach a qualified audience with traditional, narrow, media-specific campaigns.

You can't reach today's audience through traditional methods because you can't count on your audience to be on any one screen at any one time. Eighty percent of the car buying process happens online. On average, consumers who are near- or in-market can be expected to research a vehicle on nine different websites, half of which are controlled by third parties. In this world, individual media buys are hopelessly inefficient.

The new, programmatic approach uses multisource data to find and target the buying audience across all channels, including online, display, video, and television. With a combination of in-house profiling, past purchase data, and rich demographic insights, marketers can define and then target near- and in-market consumers.

Proprietary modeling and media buying techniques then find those audiences at the exact moment of engagement, presenting high impact creative when it is most relevant—and most likely to influence the buying process.

Data-driven marketing is already proving its worth for automotive marketers

Data-Driven Campaigns Work For Car Brands

76% of auto marketers reach their target audience more effectively.

68% of auto marketers increase the scale of their marketing programs.


76% 68%

Source: 2014 Collective Vertical Market Custom Study. Advertiser Perceptions. September 2014. Pg.36.


Ways To Reach Buyers With Targeted Campaigns

Earn consumer attention by engaging across multiple devices. An IPG/Collective Study found that shorter sequencing between TV and online advertising lead to higher recall and increased purchase intent.

31. Meet buyers during commercial breaks

2. Move at buyers’ speeds

3. Find them on-the-go

69 percent of consumers under the age of 44 said they are likely to search or shop for products that they’ve seen on TV.

Catch the buyer's eye by targeting mobile websites related to popular television shows. Schedule ads to run during commercial breaks, when viewers check mobile screens.

Don’t let slow loading content be the reason your ad isn’t seen.

Millennials won't wait longer than five seconds before abandoning a sluggish page, according to new research by Instart Logic.

Launch a mobile site that recognizes when the user is “home” and offers to transfer complimentary content to other digital devices in the house.

Use smartphone GPS to deliver relevant, local content.

Create a “geo-fence” around a specific GPS coordinate to target any user who enters it. This zone can be as small as a few feet, or as large as an entire county.

Customize campaigns with additional criteria (e.g., demographics) before triggering targeted messages and offers.


Mobile offers a wide range of display ad opportunities, but the real sweet spot for mobile is video. This is particularly true for car buyers: More than 70 percent of automotive buyers consider themselves heavy consumers of streaming video and more than half stream on smartphones. Interstitial video is now a comfortable, accepted part of the mobile experience, making mobile video highly effective.

06 Using Multiscreen Programmatic Campaigns to Drive Automotive Marketings

Making the Most of Multiscreen, Multi-format Advertising

Facebook's media prospects extend far beyond organic reach and simple paid placement. Marketers working with digital advertising partners can access Facebook Exchange. This real-time retargeting platform presents high value prospects on Facebook with content and advertising based on their non-Facebook browsing history.

Facebook

Mobile

Multiscreen campaigns need multiple media formats to be effective. But multiscreen advertising does not mean simply throwing the same content at buyers on every possible channel. The message and the buyer engagement must fit the medium. For example ...


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InstagramFacebook's photo service is an ideal platform to stimulate the imagination and attract user-gen-erated content (UGC). Instagram fans love the prospect of contributing the perfect picture that could go viral. That's why Mercedes-Benz has already realized huge brand awareness successes with Instagram UGC.

Multiscreen advertising spans mobile websites,smartphone apps, branded content, streaming video, and traditional broadcast media.

Here's how to produce visually engaging content that doesn’t get lost in mobile translation:


3 Ways To Create aSeamless Ad Experience Across Platforms

Today’s devices have astonishingly high resolution compared to just a few years ago. Start with high-quality, high-resolution creative media and use it across all screens.

Maximize the impact of each ad by developing multi-format ads in parallel, making the best use of each screen to tell your unique brand story. Don't start with a desktop or TV-oriented campaign and try to make mobile versions.

Develop a brand story that can be told and experienced across several media channels and that is not forced into 30 seconds of narrative. Video, social, and native advertisements can all be delivered programmatically.

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No campaign design is complete without clear definitions of success and the accompanying metrics.

More than 70 percent of marketers are looking for one set of metrics that extends across all formats. Currently, brand lift and audience measurement metrics span across television, smart-phone, and tablet.

There is still a great deal of debate about the best success metrics for multiscreen campaigns. Fortunately, the metrics automotive marketers value most are well represented in programmatic data.


What's the Best Metric?

The Top 9 Metrics Automotive Marketers Are UsingClick-through Rate (CTR)

Cost Per View (CPV)

TotalConversions

Total Impressions

Cost Per Click (CPC)

Interaction Engagement

Time Spent on Ad

Traffic

Viewability

1) Click-through Rate (CTR) - The ratio of clicks to impressions.

2) Cost Per View (CPV) - How much the marketer pays for each time the ad is seen.

3) Viewability - How frequently ads are seen by viewers.

4) Cost Per Click (CPC) - How much the marketer pays for each time the ad is clicked on.

5) Total Impressions - The number of times an ad was exposed to viewers.

6) Time Spent on Ad - How long the consumer spent reading or viewing the ad.

7) Traffic - How many people visited a website.

8) Total Conversions - How many consumers completed a desired action, such as making a purchase or submitting contact information.

9) Interaction Engagement - How effectively the consumer engaged with the ad.



Here’s how top automotive advertisers are using data solutions to build their brands:


Payoffs of Using Data to Build Your Brand

1. Increase purchase intent: Research shows that the more exposure a campaign has, the greater its impact will be. Analyzing the frequency of a campaign is the first step to boosting purchase intent. According to Insight Express, increases in online buying occur after 15 or more exposures.

2. Grow sales: More than half of in-store retail sales will be influenced by Web research by 2017, according to a recent estimate by Forrester. That's $1.8 trillion in purchases. And as consumers research a large purchase, their search terms become increasingly specific. Programmatic campaigns can respond to those ready-to-buy signals by delivering the right display ads and landing pages to advance prospects through the sales funnel.

3. Gain social media followers: Social media creates opportunities for brands. The average person spends nearly seven hours a month on social networks, according to comScore. Data gathered about a brand’s social followers can be applied to target prospects by age, location, and other demographic filters.

4. Increase brand favorability: Multiscreen, multichannel campaigns do more than increase awareness. The additional points of engagement produce higher brand favorability ratings and more opportunities for social sharing.

5. Improve brand recall: The average American household owns four devices (TV, computer, smartphone, tablet), and 84 percent of consumers use a connected device while watching TV. It’s the goal of advertisers to reach these multiscreen audiences. A recent study revealed that campaigns delivered to four screens increased brand recall and impact by 50 percent.

Marketing Goals Achieved Through Programmatic Media Buying

76%

68%

56%

44%

38%

How do most advertisers use digital & mobile advertising?

Increasepurchaseintent

Createsocial media

followers

5Targets right audience

Drives sales of product

Decreases CPM/cost of media

75% 85%


Increases scale



Increases ROI


Where Collective Can Help

Collective ranks among the top 10 for programmatic multiscreen

providers and has a personalized solution for automotive buyers:

COLLECTIVE WHEELHOUSE.


Collective Wheelhouse effectively merges online and offline data to reach consumers where they are. WIth custom data and insights from JD Power, Insight Express, and Nielsen XCR, advertisers can amplify their brand message on a local level to get auto buyers to the nearest dealership.

WHEELHOUSE

How To Get In Touch With Collective:

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Using Multiscreen Programmatic Campaigns to drive€¦ · billion on advertising, with over one-third dedicated to mobile. “Using Multiscreen Programmatic Campaigns to Drive Automotive