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Graham Ratcliffe ¦ Client Strategy Manager
BE RELEVANTNew research into how targeting creative to resonate with people’s interests
can boost display advertising for automotive brands
There are a number of dimensions an advertiser must consider when planning any campaign
Medium
Channel
Targeting
Messaging
Press RadioTV Direct Mail
DigitalOutdoor
Search VideoClassifieds
DisplayMobileEmail
Investigate
Investigate
Mid-funnel activity is all about targeting the right audience with the right message
Video
Homepage takeovers
Large formats
Rich Media
Personalised re-targeting
In-market data
Targeting
Dynamic messaging
Dynamically target creative to resonate with consumers’ interests
“Born Electric”
“M Power”
Environmentally Aware
Sports FanAuto Enthusiast
Environmentally aware
Parents with young kids
Family
Audience segments Most likely Least likely
Parents with children living at home
Early adopters of technology
Environmentally aware
Car enthusiasts
Women
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
€
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?”
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?”
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?”
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?”
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?”
Results
“How relevant do you personally find this ad?”
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”
How different are the audiences really? How can we target them?
Insights: VW Passat versus
Touareg audiences
Summary
Consider the consideration phase
Relevance Response
Tailor the creative to users’ interests
Go Beyond Retargeting
