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Automotive Digital Advertising

Delivered April 13th, 2019. Contributors: Funmi A., Amos. T. and

Part
01
of two
Part
01

Automotive Digital Advertising Case Studies

Two examples of automotive brands using digital advertising to attract customers are Mercedes Benz and BMW. Mercedes Benz has employed a mix of social listening, branded hashtags, and compelling content to successfully attract Millennials. BMW has successfully used a mix of customer engagement strategies and excellent visuals to attract customers. At present, BMW has the largest number of Instagram followers in the world compared to other automotive companies. We have included screenshots of the digital media advertising campaigns for Mercedes Benz and BMW in the attached Google document.

MERCEDEZ BENZ: GENERATION BENZ, BRANDED HASHTAGS & COMPELLING CONTENT

  • In 2010, Mercedes Benz set up an online community called Generation Benz. This community was made up of about 250 people aged between 20 to 39 years who advised Mercedes Benz about buyer preferences and habits for their demographic.
  • Through Generation Benz, the company incorporated social listening to design digital advertising and marketing campaigns that were perfectly suited for this younger consumer demographic.
  • On Facebook, Mercedes Benz has 20,703,582 followers, this social media account has the brands largest following. Additionally, the company maintains separate micro Facebook accounts that focus on specific car classes, geographic regions, and events.
  • The bulk of Mercedes Benz's content is visually driven, comprising videos, pictures, and live streaming videos. Also, their social media accounts publish a wide range of information including car racing news, company status updates and lifestyle news. Content is cross-promoted across all their social media accounts.
  • Using the branded hashtag #‎MBPhotoPass‬, Mercedes Benz curates fresh user-generated content particularly from influencers, journalists and their team members.
  •  #‎MBPhotoPass‬ was introduced by Mercedes Benz USA in 2014 on Instagram. At present, it is currently used across all their social media accounts and has remained very popular.
  • The Mercedes Benz Twitter account has 3,348,019 followers. On Twitter, Mercedes Benz strengthens their social impact by using popular hashtags such as #MidweekMotivation with relevant brand content.
  • Mercedes Benz has 19,297,539 followers on its Instagram account.
  • According to the general manager of marketing services at Mercedes Benz USA, the company places great emphasis on creating original content. The quality of aesthetics and imagery are key to their success, particularly on Instagram.
  • Mercedes Benz uses a mix of paid media, earned media and owned media to market itself to Millennials using its social media accounts.
  • Mercedes Benz continuously tests the effectiveness of its social media adverts and targeting using tests conducted on its social media accounts.

BMW: CUSTOMER engagement & superior imagery

  • As a brand, BMW is associated with comfort and luxury, the company's tagline is "sheer driving pleasure."
  • Similar to Mercedes Benz, BMW has several micro Facebook accounts segregated by product or geographical region.
  • BMW has 19,989,782 Facebook followers. This social media channel is used primarily for promotions and building brand awareness.
  • BMW has a high level of customer engagement on Facebook as demonstrated by the number of shares, comments, and likes.
  • On Twitter, BMW has 1,882,140 followers. Twitter provides an effective channel to spotlight BMW's innovation, style, and speed.
  • BMW currently has 20,322,191 followers on Instagram. Furthermore, it is the most successful automotive brand on Instagram.
  • In 2017, BMW had more than 10 million Instagram followers, and that number doubled by 2019.
  • BMW engages customers on Instagram by sharing first-rate images, videos and content about its brands and technologies.
  • The company also runs seasonal campaigns on Instagram. For example, in 2014, BMW created an engaging holiday campaign called Snowchat. This enabled customers to create custom holiday messages on the picture of a BMW covered with snow.
  • In addition, BMW shares its brand's lifestyle with followers on Instagram thorough brand news, glimpses into its history or looking ahead to driving in the future.
  • On Instagram, BMW effectively uses influencer marketing to engage customers.
  • The company also has a YouTube account with 877,376 subscribers that provides customers with promotional and instructional videos.
  • Using the #bmwrepost hashtag, BMW shares photos taken by customers. User activation through #bmwrepost has been very successful. The #BMW hashtag had been used more than 19 million times by 2017.
  • Their social media strategy aims to maximize the special features that social media channels provide for BMW.
  • On Instagram, BMW works to stimulate authentic dialogue with its audience. The company uses this medium to highlight its achievements and share their fan's enthusiasm.

Research Methodology

In order to present some examples of how automotive brands are using digital advertising to attract customers, we used a combination of marketing, automobile, social media, and digital marketing sources. We started our search by searching broadly among industry sources specific to advertising. However, this search turned up a plethora of general advertising information. Next, we narrowed down our search by examining digital and social media advertising sources. This search turned up significant useful information and helped us determine that Mercedes Benz and BMW are two of the most successful automobile companies with respect to digital advertising. After we selected these companies, we searched for their digital media campaigns broadly in industry sources and specifically on social media so that we could build up case studies about how they are using digital advertising to attract customers. We have included screenshots of the digital media advertising campaigns found on social media in the attached Google document.
Part
02
of two
Part
02

Automotive Digital Advertising Challenges

Detailed research reveals that some challenges automotive brands are facing in terms of their digital advertising efforts include fraud within their digital advertising campaigns, negative impacts of a recession, difficulty in utilizing third-party advertisement data which is messy and hard to trust, low conversions, and unfair competition/fraudulent rivalry among other challenges.

OVERVIEW

  • In response to the prevalence of fraud within its digital advertising campaigns, Toyota has partnered with a blockchain company to improve process transparency. To combat the negative impacts of a recession on sales, General Motors has laid off some staff members, shut down production plants. Following a period of depression and low sales, General Motors has released a digital advert which other automakers consider to be unfair. Complaints from Ford, Toyota, and Honda has made General Motors pull down its controversial "most reliable" digital advert.

1. FRAUD WITHIN THE DIGITAL ADVERTISING CAMPAIGNS OF THE AUTO INDUSTRY

  • A 2018 Coin Telegraph web publication features allegations of widespread fraud within the digital advertising campaigns of Toyota. Also, according to an Adweek report that features Mary Barra of General Motors, aside from brand safety risk issues within the auto industry, some hidden costs and "massive volumes of fraudulent" impressions are now coming to the surface within the auto advertisement industry.
  • According to a QZ publication on Honda, the advertising business is tough and, in several ways, messier than any time in the past. Significant large amounts of money get budgeted for digital marketing, and consequently, ad fraud is rampant.

WHAT AUTOMAKERS ARE DOING TO REDUCE FRAUD IN DIGITAL CAMPAIGN ADS

  • According to Coin Telegraph, Toyota is now using blockchain technology to reduce fraud in its digital advertising campaigns successfully.
  • Toyota recently partnered with a blockchain advertising and analytics firm known as Lucidity to reduce fraudulent occurrence when it buys digital ads. The solution offered by the blockchain company helps Toyota to track it's supply chain payments and monitor how its advertisement funds get allocated.

2. NEGATIVE IMPACTS OF A RECESSION

  • According to a 2019 Adweek publication that features Mary Barra of General Motors, marketing is often the first area most companies cut costs during a recession. Google and Facebook currently attract a large share of the auto industry's digital advertising market.

WHAT AUTOMAKERS ARE DOING TO COPE WITH RECESSION

  • General Motors is already implementing a robust recession plan. The short term plan of General Motors to combat low sales include closing some plants.
  • General Motors has idled some plants across America and plans to cut down on its staff due to the current recession and subsequent low sales.
  • Rather than cut down on advertisements as anticipated by a recent 2019 Adweek publication, General Motors has released a controversial ad in an attempt to boost sales and claims to have the "most reliable" car brand in the United States.

3. THIRD-PARTY ADVERTISEMENT DATA WHICH IS MESSY AND HARD TO TRUST

  • Collecting data that relates to a digital advertisements through third parties is a messy and robust/difficult process, and such data is hard to trust. This revelation is according to Gansca, who collects information o behalf of Ford. Gansca reveals that some people have become used to making money through inappropriate means and transparency is not in their interests

WHAT AUTOMAKERS ARE DOING TO COPE WITH THIRD-PARTY ADVERTISEMENT DATA WHICH IS MESSY

  • Several global brands including Ford have hired the services of experts who have the required tools to dig into consumer data using surveys and reliable analysis.

4. PRESUMED LOW CONVERSION RATES/MEASURING CHALLENGES

  • According to PRNewswire, conversion rates have been an issue within the automotive industry although it remains the most heavily advertised sector in the world. Estimates reveal that about $15 billion was spent on automotive digital advertising within the United States in 2018.
  • In the past, it was difficult to confidently verify what happened behind the scenes (conversions) in programmatic buy situations. Nancy Inouye made this revelation. She is the United States based Marketing Communications Manager of Toyota.

WHAT AUTOMAKERS ARE DOING TO BATTLE LOW CONVERSION RATES

  • Toyota and Saatchi & Saatchi have partnered with Lucidity, a blockchain company to boost conversions rates. This partnership is the first ever "blockchain verified programmatic campaign" within the auto industry.
  • The collaboration between Toyota and Saatchi & Saatchi has yielded results as Toyota recently reported a 21% improvement in campaign performance.

5. UNFAIR COMPETITION/FRAUDULENT RIVALRY

  • The United States automotive sector is alleged to have witnessed acts of unfair or fraudulent rivalry in the digital advertisement sphere.
  • According to a 2019 SFGate publication, Chevrolet (a General Motors brand) is pulling down its "most reliable" digital advertisement after some automakers claimed they are not inferior to Chevrolet in reliability. Honda, Toyota, and Ford have challenged General Motor's "most reliable" assertions.
  • We have assumed such unfair competition is a threat to the automotive marketing industry as it misleads and gives undue advantage to the claimants. According to SFGate, Chevrolet has not been ranked ahead of Toyota, Honda or Ford on reliability, from available consumer reports.

WHAT AUTOMAKERS ARE DOING TO UNFAIR COMPETITION/FRAUDULENT RIVALRY

  • Ford, Honda, and Toyota have confirmed that they recently challenged Chevy's 60-second TV advert. Chevrolet has not backed down from its "most reliable" brand claim but has agreed to pull down the advertisement after Toyota contacted it with objections.

OTHER CHALLENGES: PRIVACY CONCERN AS ADVERTISEMENT APP'S CAPTURE PRIVATE DATA

  • In a new digital advertisement, Honda intends to have a network of local as well as online retailers through an app known as Dream Drive. Honda wants to have consumers trade points and redeem rewards. This ad market has the potential to create an additional revenue stream for Honda.
  • Some challenges to Honda's digital advert using Dream Drive include privacy breach. People are concerned that the Honda advertisement app may track their movements and locations. There is also concern regarding the third parties that may end up such data.

METHODOLOGY

In order to gain insights into the challenges automotive brands are facing in terms of their digital advertising efforts, we researched through the United States automobile industry reports, survey, press releases, journals, and industry expert interviews among other resources. We investigated several precompiled challenges automakers such as Ford, Toyota, General Motors, Volkswagen, and Honda experience in their digital advertisement journey as well as anything they are doing to combat identified challenges. Unfortunately, such a broad industry report was not uncovered.

Secondly, we altered our strategy and researched for granular details on the challenges that the digital advertising efforts of the identified automakers encounter. The problems that plague the digital advertisement efforts of some American auto brands were uncovered from the Business Insider, Adweek, Coin Telegraph, PRNewswire, among other web resources. Lastly, we researched for the solutions that the identified automakers are implementing to combat the advertisement challenges uncovered. We have also added a Google drive attachment of a Business Insider report.
Sources
Sources
From Part 01

How Mercedes-Benz Uses Social Media – Case Study

brand24.com
Publication Year: 2017
Quotes
  • "Mercedes-Benz is a premium brand, however, more or less since 2011 the company started to use a thoroughly planned and perfectly executed market segmentation alongside skilfully designed digital marking to reach, influence and engage with a younger less-affluent consumer base. And there would be nothing particularly remarkable about this, if not the fact that they have actually managed to achieve this goal without losing anything from the band’s prestige and its iconic reputation."
  • "The car company began the process of marketing segmentation by creating a so-called “Generation Benz”, that was an online community of approximately 200 to 250 people aged between 20 and 39 who provided consulting to the Mercedes-Benz marketing team about buyer habits and preferences in this particular demographic group."
  • "This clever move of incorporating social listening into the process of developing marketing strategy has enabled the German car company to get priceless information about who their customer really was and, based on this insight, to create a product – more affordable Mercedes-Benz CLA-Class – and correlated social marketing campaigns that perfectly fitted the selected market segment of a younger consumer demographic."
  • "Mercedes-Benz has the greatest following on Facebook where the brand’s principal global account gathers more than 20 million followers. Instead of geo-targeting for this Fan Page, however, they run separate regional accounts dedicated to particular countries, car classes as well as business units like Mercedes-Benz Museum and sponsored events including Mercedes-Benz Fashion Week Australia to name one."
  • "Their main Facebook account looks very well planned and organized as they maintain their presence on it by posting regularly 2-3 times a day (German precision indeed). The content they share is very much visually driven. It is made up of mainly images and videos, including live streaming videos. They keep it fresh and engaging by publishing a diverse range of information – from car racing-related news, high-quality photographs featuring their cars in action, up to status updates recalling Mercedes-Benz contribution into legendary automobile inventions to reinforce the brand’s heritage value."
  • "Their videos regularly receive hundreds of thousands of views, likes and comments, which can be partly explained by the fact that they often reinforce the message by featuring and tagging in their content trending and popular influencers such as car racing stars including Pascal Wehrlein, Nico Rosberg and, Jan Seyffarth to name a few."
  • "Mercedes-Benz have developed branded hashtags shared between social media platforms, such as #‎MBPhotoPass‬ where they allow social influencers, journalists, and team members to curate fresh and organic user-generated content for their accounts."
  • "The innovative #MBPhotoPass initiative have been started by Mercedes-Benz USA in 2014, initially only for their Instagram account, and is still being used across all their main social media platforms to the delight of the fans who appreciate brand’s authentic narratives and perhaps also hope to get #‎MBPhotoPass‬ themselves."
  • "On Twitter, Mercedes-Benz runs multiple accounts, however, the German and the American accounts take the lead here with 1.6 million (@MercedesBenz) and 582K (@MBUSA) followers, respectively. Even though they have a smaller community on Twitter than on Facebook, they are much more active on this platform by posting regularly an average of 6-8 times per day."
  • "The tone of voice that Mercedes-Benz use on Twitter is less formal than on Facebook. It reveals more of the brand’s human face and sprinkles in a little bit of humor throughout its social presence. They also tend to use popular hashtags such as #MidweekMotivation to make their social message more impactful. The practice of combining humor with trending hashtags allows the German car maker not only to put a smile on their followers’ faces but above all to expand the reach of the content and generate engagement from the users outside of their followers."
  • "Instagram is for Mercedes-Benz the second most important social media platform as to the number of followers and the first one as to the level of engagement they get from these 5.7 million followers at their global account and 1.1 million fans on their US account. The Mercedes-Benz and the Mercedes-Benz USA, in particular, take quite a different approach to Instagram when compared to other main social media networks. While Facebook and Twitter are more like direct-response channels, Instagram is intended to serve mainly as a branding platform."
  • "Their presence on Instagram looks like the result of a very well planned and precisely executed strategy. They put great effort in producing dedicated and unique for this platform content. Mark Aikman, general manager of marketing services at Mercedes-Benz USA, stresses this fact out: “It’s important to create original content and not recycle images and videos”. "
  • "And he adds: “Success is built on the quality of aesthetics. Imagery is everything on Instagram.”"
  • "The quality of Mercedes-Benz photography on Instagram is indeed very high and they use various locations and sceneries for their cars to create brand’s image that is appealing to the customers across the globe. They keep the Instagram feed fresh by injecting a lot of user-generated content from social influencers including car racing stars, bloggers, and photographers as well any other users. They encourage everybody to share Mercedes-Benz shots by adding a branded hashtag #mbfanphoto in the bio description:"
  • "On Instagram, Mercedes-Benz is known for innovative campaigns. For example for #MBPhotoPass, the @MBUSA handed over the control of the account to Kelly Lund a globetrotter and a social influencer who travels the world with his dog – extremely popular Loki the Wolfdog – and documents their adventures on social. Lund’s posts shared between both the Mercedes’ and Loki’s accounts generated hundreds of thousands of likes and shares. "

Mercedes-Benz (@mercedesbenz) • Instagram photos and videos

instagram.com

How to Use Marketing Segmentation: A Mercedes-Benz Success Story - Stephen Zoeller’s Marketing Blog

stephenzoeller.com
Publication Year: 2019
Quotes
  • "Audi, BMW, and Mercedes-Benz provide a profitable method of gaining a younger audience without losing brand prestige. The methodology can be applied to any luxury brand seeking to retain its cache and gain a younger audience. Mercedes-Benz, BMW, and Audi decided to reach further back into the customer lifecycle and attract a younger consumer demographic. "
  • "Mercedes-Benz began the process of using marketing segmentation to reach a younger audience in 2010 with the creation of “Generation Benz” an online community of approximately 200 to 250 people between the ages 20 to 39. This online community provided consulting to the Mercedes-Benz marketing team about buyer habits and preferences in this demographic."
  • "The “Generation Benz” online community helped to produce a customer profile for Mercedes Benz. The company leveraged the insight from the community to create a successful marketing campaign launching the Mercedes-Benz CLA product."
  • "The campaign Mercedes-Benz created, included a Super Bowl ad featuring Usher and Kate Upton, not to mention the stadium the Super Bowl was being played in was sponsored by Mercedes-Benz (Mercedes-Benz Superdome in New Orleans)."
  • "Mercedes-Benz used digital and social media channels to target Millennials with a mix of earned media, paid media, and owned media to reach key influencers in the target demographic to create brand awareness and ultimately brand equity."
  • "Mercedes-Benz uses digital media with extensive use of microsites for each product line. Social Media channels that include YouTube, Twitter, Facebook, and Instagram are also used to increase awareness around campaigns, such as the #clatakethewheel campaign targeting the early 20s to early 40s demographic."

Mercedes-Benz

facebook.com
Quotes
  • "The luxury automotive company ran Facebook ads targeted to audiences derived from its own customer data and to third-party household income audiences to see which performed better, and found that the former drove 9X more online conversions."
  • "Cell one was comprised of “first-party” audiences, or audiences based on information the automaker already had about its customers and potential customers. Those included Custom Audiences of people who had shown purchase intent actions on the Mercedes-Benz website (gathered via the Facebook pixel) and lookalike audiences based on them, plus a US audience segment based on average household income by postal ZIP code—which was collated from publicly available US Internal Revenue Service information."
  • "Cell two was comprised of aggregate household income audiences as determined by third-party consumer data collection companies."
  • "Mercedes-Benz then created lead ads and video ads for both cells, and chose the automatic placements feature—which automatically placed the ads across Facebook’s family of apps and services including Facebook News Feed, Instagram feed, Instagram Stories, Messenger and Facebook Marketplace, based on which platform was most cost effective."
  • "Mercedes-Benz then tracked and compared the different audiences’ responses. The results clearly showed which of the 2 cells drove more actions on the Mercedes-Benz website, which included requesting a quote for a vehicle, contacting a dealership, setting up a test drive or applying for a credit start."

Mercedes-Benz

facebook.com
Publication Year: 2019

Mercedes-Benz (@MercedesBenz) | Twitter

twitter.com

BMW Social Media Strategy

notesmatic.com
Publication Year: 2019
Quotes
  • "The company’s tagline is “sheer driving pleasure” which signifies the comfort and luxury associated with the BMW brand. Apart from being a great brand of automobiles, the company is also known for its great marketing."
  • "This is the era of digital technology. Businesses flock to social media sites to connect with their followers. From Facebook to Twitter and YouTube, all social media sites offer a large audience to connect and communicate with."
  • "BMW has maintained accounts on these sites to engage its fans and followers. Read more about how the company engages its followers through social media communications and marketing."
  • "BMW has several accounts on Facebook, each of which is dedicated to a specific product or geographic region. Apart from its main account, it has other accounts for BMW U.S.A. and BMW Motorsport as well. Each of these pages has millions of followers. "
  • "Most automobile brands use their social media accounts for promotions of their products and brand. However, they also use social media to engage their audience on other topics like innovation, passenger safety and sustainability."
  • "Facebook is the largest social media platform with the highest number of followers. It is a favourite marketing platform of digital marketers because of the reach it offers. BMW has a main account which has around 20 million followers."
  • "BMW has several accounts on Twitter that it uses to reach specific customer segments in different markets. The number of followers on Twitter is less than Facebook. However, the company’s level of engagement is still impressive. BMW’s main account has around 2 million followers."
  • "Number of BMW followers is around 19 million. The company has shared around 5,500 posts that include photos and videos. Each of these posts receives hundreds of thousands of likes."
  • "Through Instagram, BMW has brought the spotlight on its stylish cars and innovation. However, it has also engaged its users well. BMW fans are always excited about the latest models and technologies. "
  • "Number of BMW’s followers on YouTube is around 850K. BMW shares both promotional and educational videos on YouTube. Apart from creating excitement related to new products and technologies, BMW is able to engage users’ attention on new and creative ideas."
  • "BMW uses Linked In for branding and discussion. It also uses the platform to build awareness on key topics like innovation, latest technologies like AI, automated driving and sustainability. There are around 900 million followers of BMW on Linked In. "

Social Media Analytics & Intelligence Dashboard by Unmetric

unmetric.com
Quotes
  • "The automobile brand stands a cut above the rest on social media with extremely engaging campaigns. During the 2014 holiday season, BMW ran Snowchat, a microsite where social media audiences could create customized holiday messages on a picture of a snow-crusted BMW."

BMW is the most successful Instagram channel among automotive brands worldwide

bmwblog.com
Publication Year: 2017
Quotes
  • "The BMW brand’s international Instagram channel has broken through the ten million followers’ mark, making it the most successful automotive brand on Instagram worldwide."
  • "The impressive figure of 10,000,000 followers underlines the BMW brand’s commitment to social media. For BMW marketing, Instagram is more than just another digital communication channel. BMW uses its Instagram channel to share the BMW brand lifestyle with its followers – through the latest news on upcoming models, glimpses of its own history or looking ahead to the future of mobility."
  • "In addition to effective influencer marketing, the brand also celebrates the involvement and enthusiasm of each individual fan. Under the hashtag #bmwrepost, BMW shares photos taken by enthusiasts and hobby photographers with the community in appreciation of its loyal fans around the globe. "
  • "User activation through #bmwrepost has been a resounding success. It is no coincidence that #BMW has already been used more than 19 million times and is by far the most popular brand hashtag in the automotive sector."
  • "“The aim of our social media strategy is to optimize how we use the special features of the specific channels available to us,” explains Jörg Poggenpohl, head of Digital Marketing BMW. "
  • "“Instagram is made for initiating authentic dialogue with followers worldwide. It is important to us not only to celebrate our own achievements, but, above all, to share the excitement and enthusiasm of our fans and customers with an audience of millions.”"
  • "BMW marketing was quick to recognize the enormous potential of the social media network. BMW published its first image on Instagram back on 30 May 2012: a high-gloss photo of a BMW 650i Coupé. By May 2014, BMW had a million followers."
  • "Since then, its Instagram fan community has grown exponentially: from two million followers in early 2015 to double that number by the autumn of the same year. A year later, in autumn 2016, BMW had already reached the eight million mark."

BMW

facebook.com
Publication Year: 2019

BMW (@BMW) | Twitter

twitter.com

BMW

youtube.com

Automotive Digital Advertising Case Studies

docs.google.com
Publication Year: 2019

BMW (@bmw) • Instagram photos and videos

instagram.com
From Part 02

Elements of Fraud: Toyota Uses Blockchain Tech to Reduce Fraud in Digital Advertising Campaigns

cointelegraph.com
Publication Year: 2019

Here’s How Ad Tech Can Thrive in a Possible Recession

adweek.com
Publication Year: 2019
Quotes
  • "Mary Barra and her team at General Motors have already put in place a robust recession plan that, while painful in the short term (especially for those workers at closing plants), firmly puts the company in a position to be a leader in electronic vehicles over the next five years. Say what you want, but they’ve got a plan, have played the scenarios, made some bets and are moving forward. Can you say the same for your company, especially when marketing is usually the first area to be cut in a recession"
  • "The Google and Facebook duopoly gobbles up a large portion of the global digital ad market, and that’s not going to change completely. Google and Facebook have about 15 percent of the total marketing spend, leaving 85 percent of total ad spend up for grabs. A recession would likely give marketers an additional nudge to reassess consolidation of spending and data with the duopoly and consider alternatives that can deliver efficient scale with greater flexibility and transparency. That’s an opportunity."
  • "I am hopeful that the industry has learned its lesson about cheap inventory over the past 10 years. Brand safety risk aside, the hidden costs of sifting through massive volumes of fraudulent and non-viewable impressions are beginning to come to the surface. Sophisticated performance marketers have also modeled the benefits of optimizing toward ads that deliver a longer time in-view, in many cases optimizing media buying toward inventory that will deliver this optimal number of seconds. Winners will deliver efficient and effective scale, but not cheap impressions."

Digital advertising is a mess — meet 23 industry insiders working on high-profile efforts to fix it

businessinsider.com
Publication Year: 2018
Quotes
  • "Third-party data is messy and hard to trust," she said. "People are used to making money in a certain way and transparency isn't always the best thing for everyone's [interests].""
  • "Gansca works with brands such as Capital One, AT&T, and Ford to act as an independent data collector to crunch stats about branded content. Knotch's tools dig into consumer sentiment about branded content through surveys and provides analysis into what other brands are buying sponsored content through publishers like The New York Times and Popsugar."

Lucidity’s Blockchain Pilot with Toyota Results in 21% Lift in Campaign Performance

prnewswire.com
Publication Year: 2018
Quotes
  • "Toyota, Saatchi & Saatchi Partner with Lucidity to Deliver Greater Conversions for Auto Industry's First Ever Blockchain Verified Programmatic Campaign"
  • "The automotive industry is one of the most heavily advertised in the world, with an estimated nearly $15 billion market size for automotive digital advertising in the U.S. alone in 2018, yet this is the first blockchain powered campaign to date. The performance was calculated by comparing non-optimized placements versus Lucidity's optimized placements with the goal of driving conversions to quality site visits."
  • "Before today, there was no way to verify with confidence what's happening behind the scenes in a programmatic buy," said Nancy Inouye, National Marketing Communications Manager at Toyota. "We've had our eyes on blockchain innovation for a long time, but didn't have a workable blockchain solution to implement until now. We're excited to be running live, in-market campaigns with Lucidity"

Toyota partners with Lucidity for digital ads - The Blockchain Land

theblockchainland.com
Publication Year: 2018
Quotes
  • "As blockchain becomes popular, it is increasingly being deployed in various industries. The media industry is a recent addition wherein the technology takes care of the transparency issues like bot clicks, fake traffic counts"
  • "Speaking on the success of the campaign, Sam Kim, the co-founder, and CEO of Lucidity said, “Through the Toyota case study, Lucidity demonstrated that its Plasma sidechain can handle digital advertising scale cost effectively."
  • "Toyota was able to witness an increase of 21% in the performance of its internet advertising campaign after using the advertising solution proposed by Lucidity"

Honda drivers are getting new perks—in exchange for their data

qz.com
Publication Year: 2019
Quotes
  • "It seems like no one in the advertising industry wants to be in the ad industry anymore. So why does Honda?"
  • "Honda’s foray into the ad market might create a new revenue stream for the company. However, it could also be a costly distraction—and a public relations nightmare."
  • "The advertising business is hard and, in many ways, messier than it has ever been. As budgets shift to digital marketing, ad fraud is rampant,"
  • "How will Honda communicate what data it shares with which third parties, and which data brokers will be involved?"
  • "Will every passenger opt in? What about their children? When the driver shares his or her location, that location could be used to identify others in the vehicle based on where it drives, such as if it carpools from a passenger’s home address to that resident’s place of employment. Honda could also create a social graph and know which drivers are connected to which other drivers and passengers; that data could then be sold to target consumers across other media such as through television, social media ads, and out-of-home ads like billboards."

Unfair Competition/Fraudulent Rivalry: Chevy pulls ‘most reliable’ ad after claim contested by Toyota, Honda

sfgate.com
Publication Year: 2019
Quotes
  • "Chevy pulls 'most reliable' ad after claim contested by Toyota, Honda"
  • "Chevrolet is pulling its "most reliable" TV spot after the makers of cars it claimed to be inferior to its brand in reliability — Honda, Toyota and Ford — challenged General Motor's assertions."
  • "The latest "real people" Chevrolet commercial, which seemed to air every commercial break during NFL games, has been pulled after Honda, Ford and Toyota took exception to General Motors' conclusions about their reliability"
  • "The Detroit News reported Ford, Honda and Toyota confirmed they each challenged Chevy's 60-second TV spot. Chevrolet, while not backing down from its reliability claim, agreed to pull the ad after Toyota contacted the automaker with its objections."
  • "To be fair, General Motors cars, SUVs and trucks have improved markedly in reliability in recent years, but not so much that they rank ahead of Toyota, Honda or even Ford, according to Consumer Reports."
t

Low Conversion Rate | The US Auto Maker Industry

thinkdigital.net
Publication Year: 2017

The next American car recession has already started - Business News | The Star Online

thestar.com.my
Publication Year: 2019

G.M. to Idle Plants and Cut Thousands of Jobs as Sales Slow

nytimes.com
Publication Year: 2018

Meet the execs trying to fix digital advertising’s massive headaches - Business Insider.pdf

drive.google.com
Publication Year: 2019