{"id":12941,"date":"2021-08-31T19:02:00","date_gmt":"2021-08-31T19:02:00","guid":{"rendered":"https:\/\/c360.oempre.ext.coxautostaging.com\/blog\/camp-360-6-month-retrospective\/"},"modified":"2021-08-31T19:02:00","modified_gmt":"2021-08-31T19:02:00","slug":"camp-360-6-month-retrospective","status":"publish","type":"resource","link":"https:\/\/www.coxautoinc.com\/advertising\/resources\/camp-360-6-month-retrospective\/","title":{"rendered":"CAMP 360 6-Month Retrospective"},"content":{"rendered":"\n<p class=\"yoast-reading-time__wrapper\"><span class=\"yoast-reading-time__icon\"><\/span><span class=\"yoast-reading-time__descriptive-text\">Estimated reading time:  <\/span><span class=\"yoast-reading-time__reading-time\">4<\/span><span class=\"yoast-reading-time__time-unit\"> minutes<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"wp-block-heading has-text-color\" id=\"h-ready-set-go-2021-launch-of-camp-360-the-premier-cox-automotive-marketing-partnership\" style=\"color:#ba0c49;font-size:clamp(23.043px, 1.44rem + ((1vw - 3.2px) * 1.335), 38px);px\"><strong>Ready, Set, Go: 2021 Launch of CAMP 360, the premier Cox Automotive Marketing Partnership<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">At the beginning of this year,&nbsp;we brought our clients a revolution in the automotive digital media landscape. We introduced CAMP 360, and&nbsp;through this partnership with our clients, we can&nbsp;better influence shopping behaviors, consideration, and sales.&nbsp;The past six months have&nbsp;continued to show&nbsp;us that there will always be&nbsp;<a href=\"https:\/\/www.coxautoinc.com\/advertising\/resources\/channeling-marketing-inventory-disruption\/\" target=\"_blank\" rel=\"noreferrer noopener\">another surprising market change&nbsp;or challenge<\/a>. As I think back on the first six months since our launch,&nbsp;CAMP 360 continues to&nbsp;help&nbsp;solve complex business problems to help clients reach the right customer more efficiently than ever.&nbsp;&nbsp;<\/p>\n<\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.coxautoinc.com\/advertising\/wp-content\/uploads\/sites\/38\/2023\/02\/18-Ready-to-Buy-Signal-1m18s-1024x576-1.png\" alt=\"\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-acceleration-of-digital-transformation\"><strong>The&nbsp;acceleration of digital transformation<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.coxautoinc.com\/advertising\/resources\/balancing-car-buyer-expectations-and-data-privacy-changes-in-automotive-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">As the Cox Automotive team has discussed before<\/a>, the digital transformation is here. The digitization of shopper interactions increased faster than anyone could have predicted. We\u2019re already years ahead of the average rate of adoption from the last three years<button data-tooltip=\"McKinsey &amp; Company July 2020 Survey: How COVID-19 Has Pushed Companies Over the Technology Tipping Point \u2013 And Transformed Business Forever\" aria-label=\"tooltip\" class=\"global-blocks-tooltip\"><span class=\"global-blocks-tooltip-inner\">.<\/span><\/button>&nbsp;Customers have grown to expect the click-of-a-button convenience for just about everything. Existing trends have intensified so much that now a U.S. adult spends over half of their day consuming media<button data-tooltip=\"eMarketer, April 2021\" aria-label=\"tooltip\" class=\"global-blocks-tooltip\"><span class=\"global-blocks-tooltip-inner\">.<\/span><\/button> Due to this rapid rise in consumer digital adoption, data and privacy are now a top priority.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-rise-of-privacy-as-a-priority\"><strong>The rise of privacy as a priority<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">One study&nbsp;found&nbsp;that consumers are\u202fmore than\u202ftwice as likely to share their personal information or\u202fpay attention to\u202fbrand advertising if it\u2019s a high trust brand<button data-tooltip=\"2020 Edelman Trust Barometer Special Report: Brand Trust in 2020\" aria-label=\"tooltip\" class=\"global-blocks-tooltip\"><span class=\"global-blocks-tooltip-inner\">.<\/span><\/button> <a href=\"https:\/\/www.coxautoinc.com\/advertising\/resources\/oem-content-marketing-accelerated-new-car-shopping-journey\/\" target=\"_blank\" rel=\"noreferrer noopener\">We recently commissioned a study through Nielsen<\/a>, which helped us to understand the car shoppers\u2019 awareness and opinion of data handling for advertising.\u202f Over half (56%) of new car shoppers noted that they value privacy but are accepting of personal data being collected.\u202fSixty-seven percent of these shoppers felt that personal data collection is even more acceptable if&nbsp;it\u2019s&nbsp;from a trusted site<button data-tooltip=\"2020 Nielsen Content Influence Study commissioned by Cox Automotive\" aria-label=\"tooltip\" class=\"global-blocks-tooltip\"><span class=\"global-blocks-tooltip-inner\">.<\/span><\/button> So if consumer journeys will continue to become more complex, and their touchpoints will continue to multiply over time, it\u2019s crucial to align with a trusted brand in order to reach the right customer at the right time.&nbsp;&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-we-re-learning-from-camp-360\"><strong>What we\u2019re learning from CAMP 360<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">CAMP 360 thrives at the intersection of this digital transformation and shopper\u2019s need for brand trust.\u202fWe\u2019re a part of each stage in the customer\u2019s journey, each stage in a car\u2019s life, as well as a part of each step in the dealership process \u2013 from inventory and marketing to sales and service, which provides us with a wealth of first-party consumer intelligence&nbsp;and analytics. We are able to link various touchpoints, connect the dots between numerous interactions, and create that \u201c360-degree view\u201d of the automotive customer&nbsp;journey.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Over two-thirds of automotive shoppers\u202fare coming to\u202four sites to do research, discover the right car, figure out pricing, and start the buying process.\u200b&nbsp;That\u2019s roughly over 40 million unique shoppers a month on Autotrader and\u202fKBB.com<button data-tooltip=\"2020 Cox Automotive Car Buyer Journey Study\" aria-label=\"tooltip\" class=\"global-blocks-tooltip\"><span class=\"global-blocks-tooltip-inner\">.<\/span><\/button>\u202f\u202f\u200bAnd every time they visit, we are capturing their consumer activity signals,&nbsp;which includes their search habits, research topics, currently owned vehicles, and more.&nbsp;Our clients&nbsp;get&nbsp;a clearer picture of who the consumer is at that second, which allows for real-time optimizations that can boost marketing performance.&nbsp;As proving ROI gets more difficult, our OEM partners have&nbsp;found&nbsp;CAMP 360 reaches&nbsp;their intended audience in a way that is privacy-compliant, effective, and measurable.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-highlights-from-our-first-six-months\"><strong>The&nbsp;highlights from our&nbsp;first six months:&nbsp;<\/strong>&nbsp;<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CAMP&nbsp;360&nbsp;campaigns&nbsp;<strong>drive&nbsp;additional research<\/strong>. In a segment case study, we found a 24% increase in research year-over-year&nbsp;for our CAMP 360 clients<button data-tooltip=\"Q1 2021 CAMP 360 Full-Size Truck Segment Case Study\" aria-label=\"tooltip\" class=\"global-blocks-tooltip\"><span class=\"global-blocks-tooltip-inner\">.<\/span><\/button><\/li>\n\n\n\n<li>CAMP 360 campaigns gained a&nbsp;<strong>competitive advantage in shopping<\/strong>. We saw a 48% lift in share of shopping year-over-year, when comparing CAMP 360 clients to non-CAMP 360 clients<button data-tooltip=\"Q1 2021 CAMP 360 Full-Size Truck Segment Case Study\" aria-label=\"tooltip\" class=\"global-blocks-tooltip\"><span class=\"global-blocks-tooltip-inner\">.<\/span><\/button>&nbsp;<\/li>\n\n\n\n<li>While CAMP 360 is a tool for driving incremental consideration and engagement, we know that these campaigns also result in&nbsp;<strong>converting shoppers to buyers<\/strong>.&nbsp;In one case study, we found that shoppers who were exposed to a CAMP 360 campaign were 5 times more likely to purchase than the general baseline<button data-tooltip=\"Oracle Buy Through Rate Study\" aria-label=\"tooltip\" class=\"global-blocks-tooltip\"><span class=\"global-blocks-tooltip-inner\">.<\/span><\/button><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-road-ahead\"><strong>The road ahead<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As we&nbsp;look back on the results since&nbsp;CAMP 360 launched,&nbsp;it\u2019s important to stress the value of understanding the full shopper journey. Our&nbsp;partners have gotten to tap into the powerhouse of insights from CAMP 360 campaigns. This allows us to optimize performance and drive&nbsp;continuous value&nbsp;across the life of the campaign. But the data isn\u2019t just useful for CAMP 360 campaigns, we are able to provide these insights to clients to help make broader strategic marketing decisions.&nbsp;It\u2019s another way we can continue to&nbsp;evolve&nbsp;and adapt with our clients, no matter the&nbsp;market challenges.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The past six months have continued to show us that there will always be another surprising market change or challenge. As I think back on the first six months since our launch, CAMP 360 continues to help solve complex business problems to help clients reach the right customer more efficiently than ever.<\/p>\n","protected":false},"author":2590,"featured_media":12804,"template":"","categories":[1],"tags":[],"resource-format":[],"topic":[],"funnel-phase":[],"audience":[],"persona":[],"product":[],"program-series":[],"eligible-for-automation":[],"lifecycle-of-automotive":[],"brand":[],"class_list":["post-12941","resource","type-resource","status-publish","has-post-thumbnail","hentry","category-uncategorized"],"acf":false,"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>CAMP 360 6-Month Retrospective - Advertising<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.coxautoinc.com\/advertising\/resources\/camp-360-6-month-retrospective\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CAMP 360 6-Month Retrospective - Advertising\" \/>\n<meta property=\"og:description\" content=\"The past six months have continued to show us that there will always be another surprising market change or challenge. 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