The automotive industry is focused on ad campaign’s performance. And rightly so.
Therefore, the ecosystem (brands and ad/media agencies) are exploring ways to significantly improve automotive ad campaigns’ performance.
For all these reasons (campaigns performance, buying-process moving completely online, the dealer role changing), there is a strong incentive to streamline the whole marketing / advertising / shopping experience.
⏩ Yet, there is one innovative angle that has been overlooked.
Agencies and brands have been focusing on design creativity, formats innovation, targeting, segmentation, persona and personalisation… Going beyond and above these techniques, there is one significant innovation in hyper-personalisation that they should explore.
This relatively simple solution is indeed providing superior results. From our experience, it increases ad campaigns performance (increased CTR and quality leads), and consumer conversion (into sales and revenue), in the +30% to +50% range.
This solution can be applied:
There is no such thing as a unique approach to decisions. Every one of us makes decisions following our own process.
To increase any automotive ads campaign performance, we are mostly focusing on 2 key characteristics of an ad: its value proposition and its call-to-action (note: the visuals could be part of it too).
Let’s take the example of an ad for an attractive electric vehicle.
Do they all work? Yes, but not with the same profiles! For example, competitive buyers have made their research before, and are ready to buy if you get in front of them the “best offer” for a product they perceive to be the “best”. On the opposite, for this this same ad, at this moment of their journey, they will be blind to clients’ ratings and reviews.
Automotive ad campaigns performance can be significantly increased (+30% to +50%) by using several variations of a same campaign, served to the right profile.
Consumers are taking an more active than ever role in the car buying process. They usually start their journey online (more than 90% of car buyers go online for information), searching and visiting brands and dealers websites.
The positive aspect is that automotive brands websites are usually covering all the aspects of the 4 profile, as per the real example below:
They do let you book test drives, call a dealer, download a brochure, see current offers, read reviews, and configure your car: nothing is really missing.
There are 2 parts:
We will show how automotive ad campaigns’ performance can be transformed, in our webinar – 🗓️ Save the date (we don’t do this often!): Thursday 11 March 2021, at 11 am Central European time (that is 10 am London time). You can register here.
Keywords #: hyper personalisation, buyer modalities, conversion rate optimization,
#Automotive #Personalisation #DigitalAdvertising #ClickThroughRate #AI
The Addrelevance solution (www.addrelevance.ai) significantly increases the impact of digital content/ads, and online conversion (+30 to 50% click-through rate and conversion rate). Their innovative process is unique: powered by Artificial Intelligence, it goes well beyond current advertising targeting, personalisation, and segmentation solutions, by predicting websites visitors’ decision-making profiles.
Addrelevance is supporting advertisers, brands, ad & media agencies, and media publishers: they use the buyers’ profiles provided in real-time by Addrelevance to serve content, value propositions, and call to action that do trigger consumers’ action.
Addrelevance is an AI, data, and adtech startup based in Belgium. They are supported by Microsoft, by imec.istart, and are an IAB approved vendor (GDPR and TCF 2.0 compliant).
📝 All the following keywords are part of our eco-system, and we believe you can optimise their outcomes: digital advertising, personalisation, hyper-personalisation, display ads, branded content, programmatic, direct, programmatic direct, programmatic guaranteed, private marketplace, PMP, targeting, contextual targeting, behavioral targeting, retargeting, analytics, data management platform, DMP, inventory, measurement, impressions, impression tracking, clicks, click tracking, conversions, reach, click-through rate, CTR, cost per mille, CPM, cost per click, CPC, cost per action, cost per acquisition, CPA, conversion rate, CR, CVR, amount spent, revenue, real-time bidding, RTB, supply-side platform, SSP, ad exchanges, demand-side platforms, DSP.
Hyper-personalise your ads and content, based on each visitor decision-making profile. Addrelevance offers you a Neuromarketing framework, tool and consultancy.
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