This case study shows how two OEMs used digital advertising takeovers of third-party site homepages combined with well-timed multi-tier ads, editorial, social media content and retargeting to accelerate make/model awareness and engagement online. Learn which online marketing tactics were most effective at influencing shoppers at multiple touchpoints during the consumer car buyer journey, from research and shopping activities down to conversions at the dealer level.

THE CHALLENGE

• Mirror a vehicle’s European success in the hyper-competitive U.S. market
• Convince U.S. customers to embrace a distinctive new model

THE SOLUTION

Each OEM implemented an initial takeover of the Autotrader and Kelley Blue Book homepages, followed by a well-timed blitz of make/model-focused digital marketing tactics that dramatically increased brand/model awareness, shopping interest and multi-tier engagement while significantly boosting each model’s competitive advantage within their respective vehicle segments.

The implementation of the Autotrader and KBB.com homepage takeovers and related tactics — including multiple ads, supportive inventory throughout Autotrader, strategically placed make and model links, homepage editorial and other featured content – led to dramatic lifts in shopper engagement across key shopping events throughout the consumer car buyer journey, including:

• Research – captures visits to KBB.com news, advice, awards, reviews and new car make/model pages
• Shops – captures visits to KBB.com new car hub pages, “get a quote” page and new car classified pages
• OEM KPIs – captures high-value shopping activities which occur on the OEM’s website from shoppers that have interacted with or been exposed to an ad campaign (e.g., build and price, find a dealer, etc.)
• VDPs – captures Vehicle Detail Page views when visitors click through to specific inventory

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Key Takeaways

• OEMs should consider an upfront marketing strategy to facilitate maximum timely coordination across third-party sites, social media and dealership websites.
• Campaigns should focus on a single vehicle model for best results.
• Prominent sponsored content across the homepages of third-party sites is the most effective primary tactic of a coordinated campaign that should be supplemented with ongoing ads, editorial and videos across third-party, OEM and dealer websites.
• Social media ads, editorial content and retargeting can significantly boost campaign performance.
• Coordinate/communicate across tiers to prepare Tier 3 for increased volume of VDPs. VDPs with better merchandising create a better shopper experience and help more conversions to sales.
• Feature “Search Inventory” as an effective, prominent call-to-action on Autotrader.
• While creative elements used by the OEMs in this case study varied across tactics, research has shown that campaign performance can be improved when imagery and messaging across all placements have a consistent look and feel.
• Cox Automotive’s advertising solutions are effective at influencing shoppers at multiple touchpoints during the consumer car buyer journey, from research and shopping activities down to conversions at the dealer level.

Case Study

Download the full case study to learn which online marketing tactics are most effective at influencing shoppers at multiple touchpoints during the consumer car buyer journey.

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