In an era where data drives decisions, the ASOTU CON 2024 panel on “The Future of Addressable Advertising and Precision Targeting in Automotive Marketing” brought together industry experts to discuss transformative strategies for automotive marketing.
Panel Speakers:
- Anthony Jingoli, Director of Automotive Strategy and Partnerships at Effectv
- Joel Bassam, President of Eastern’s Automotive Group
- Steve White, CEO and founder of Clairvoy
Here are some key insights from their discussion on leveraging precision targeting and addressable advertising to revolutionize automotive advertising:
Embracing Precision Targeting in Automotive Marketing
Key Takeaway: Advertisers can combine high-quality TV content with digital capabilities to reach real, engaged viewers, ensuring a broader and more accurate market presence.
TV advertising has significantly shifted and evolved, with digital integration now playing a crucial role. This integration allows for ads to be delivered across multiple screens, including linear, streaming, and set-top box VOD, providing a personalized viewing experience.
Advertising partners like Effectv can offer the best of both worlds: high-quality, fraud-free premium TV content combined with digital precision targeting capabilities.
The Importance of Real-Time Behavioral Data
Key Takeaway: Leveraging real-time behavioral data over modeled audiences allows for more effective targeting, ensuring that campaigns reach the most relevant audiences.
Joel Bassam discussed the pitfalls of relying solely on traditional marketing metrics, such as cost per lead. He stressed the importance of focusing on a broader market presence rather than just specific, easily attributable sales. By using real-time behavioral data, marketers can capture a more comprehensive view of potential customers, ensuring that no opportunities are missed.
Touching on the importance of data integration, Anthony Jingoli highlights how Effectv leverages its extensive data capabilities, including knowing IP addresses, to reconcile user data and deliver targeted ads. With this method, dealers can better ensure that campaigns are reaching the right audience and maximizing advertising impact.
Authenticated Audiences in Addressable Environments
Key Takeaway: Leaning into authenticated audiences ensures ads are seen by real people, thereby reducing fraud and improving campaign performance.
Steve White identified made-for-advertising (MFA) sites as significant sources of ad fraud. He highlights how addressable and authenticated environments are becoming increasingly important as they target actual human users.
Optimizing Campaign Strategies
Key Takeaway: Effective creative, strategic budget allocation, and precise measurement can be essential for optimizing campaign results.
The Power of Great Creative
Anthony Jingoli emphasizes that great ad creative always stands out, regardless of the environment – from the TV screen to a mobile device. In OTT environments, shorter ads, such as 15-second spots, can perform well, but the storytelling and brand consistency of longer ads remain crucial for engagement.
Strategic Budget Allocation
Allocating a portion of the advertising budget to addressable campaigns can enhance engagement and lower costs. According to an analysis conducted by Effectv, about 30% of the advertising budget should be allocated to addressable, allowing for broad reach while also targeting specific audiences more effectively.1
Effective Attribution and Measurement
Anthony Jingoli explains that targeted campaigns, although smaller in audience size and spend, are shown to yield quicker and more intense audience engagement. Powered by Innovid, Effectv’s Multiscreen Impact solution allows advertisers to attribute website conversions across TV and digital ad impressions. An analysis of this data revealed that 75% of audience addressable streaming conversions happened within the same day, indicating high engagement among these audiences.2
Steve White also highlights the importance of obtaining ad exposure logs and matching them with sales or leads data. By using identity resolution partners to enrich data with device identifiers, marketers can accurately measure the effectiveness of their campaigns and optimize accordingly.
Conclusion
Precision targeting and audience addressable is more relevant than ever for automotive advertisers. Marketers who embrace these strategies can lower their cost per sale, increase their impressions, and better understand which media truly impacts their bottom line.
The insights shared at ASOTU 2024 underscore the importance of precision targeting, real-time data, and effective attribution. For more information on how Effectv can help you harness the power of precision targeting and addressable advertising, contact us today.
Source:
1. Comcast Internal Analysis of Aggregated Ad Exposure data from advertiser Addressable & multiscreen TV campaigns (n=149), Nov 2022 – Mar 2023
2. Multiscreen Impact powered by Innovid. Weeks 12/1-12/31, 7-day attribution window
