Motavalli and Eidelman: How Addressable Has Changed Auto Marketing

Fortunately I had the pleasure of listening in when I hosted a conversation between Motavalli and Eidelman about trends in auto marketing for media and beyond The two also discussed the issues that people at the center of that automotive and media Venn diagram should knowMedia Trends More Complex Choices for AdvertisersMotavalli kicked off the conversation by pointing out that as media consumption habits change amp8212 and particularly as viewers consume video across a wider array of devices and services than ever before amp8212 it creates pressure in the media business that he39s seen before As an auto journalist car magazines used to be his bread and butter but quotmighty institutions have fallen trying to depend on auto advertisingquot Consumers no longer rely on those magazines for car specs and automotive advertising today he says is less about information and more about associating a brand with a lifestyleEidelman agreed quotAdvertisers follow consumers and changing media usage patterns affect how manufacturers use all types of marketing channels social mobile even printquot said Eidelman who previously worked at Group M39s Modi Media at TubeMogul on programmatic TV and as part of DISH Media Sales so he39s wellversed in the capabilities of all types of media quotBut when it comes to TV what39s really been changing driven in part by data and technology is that now auto marketers can use television at the top of the funnel for brandbuilding and the bottom of the funnel to identify households through hundreds of data touchpoints and target households when they39re further along in their customer journeyquotThe Path to Purchase More Winding Journeys for ConsumersAlthough most automotive purchase research now takes place online the dealership is still the primary place where sales take place Motavalli says That can be a challenge for marketers who might mistake an enthusiast39s interest for buying signals onlineEidelman and his team at Cadent can identify who39s actually visited a dealership versus who are auto enthusiasts just liking or viewing certain pieces of content quotDepending on where people are in the journeyquot Eidelman said quotwe can craft messaging that speaks to their current need and deliver that through TVquot He cites as an example the ability to use relevant creative to target segments such as young families that move to the suburbs and are likely to be in the market for the SUVs and crossovers that Motavalli says are so critical to the industryquotAuto marketers are one of the more sophisticated verticals we work with at Cadentquot Eidelman said quotWe39ve seen explosive growth across addressable television and OTT Auto marketers are there because consumers are therequotAnd when it comes to traditional linear television versus OTT Eidelman made a point that Motavalli agreed is important quotIt39s less about thinking of TV as a piece of furniture in someone39s house and more about finding that customer where they39re watchingquot So Cadent works with advertisers using the same datasets and targeting segments across devices and services Eidelman saidTargeting and BrandingBoth Eidelman and Motavalli also agreed that just because a marketer can target a tiny fraction of the viewing universe brandbuilding doesn39t lose importance quotConsider Maserati or Ferrari or Jaguaramp8230quot Motavalli urges He says that manufacturers create vehicles that might only appeal to 5 percent of those who buy their brand but unless they create that aspirational model those aspirational buyers will look elsewhere quotIt isn39t Jaguar unless you have the Ftypequot he said quotThat39s what creates the brandquotAnd for Eidelman quotif you39re really looking to market a vehicle with narrow appeal then addressable is a good tactic because you can hypertarget and not waste on mass reachquot He warns that if auto manufacturers only reach a targeted audience once they39re in the market for a car they lose out on building brand equity That39s why he works with brands to plan tactics across their entire marketing journeyData and AttributionEidelman notes that auto advertisers were the first to quotlean inquot to dataenhanced advertising because they were already comfortable using Polk and IHS auto registration data So looking at targeting beyond demographics to include psychographic and behavioral triggers came naturallyHe adds that there39s no better indication of what type of vehicle someone will buy than what they39ve historically purchased and that his company39s auto predictive models take that into account This allows Cadent to help its auto advertisers serve the optimal creative to each audience quotWe39re working with marketers who are very sophisticated in working with registration data so they can target buyers amp8212 and see the impact of the advertising they39re doingquot he saidOne of the datapoints that he says is quotsupercrucialquot to most of Cadent39s auto advertisers is a quotdays to purchasequot analysis which compares when a consumer was exposed to either the first or last impression to the actual conversion ie purchase date quotWhat you find is exactly what Jim was talking about earlier with the lengthy purchase cyclequot Eidelman said quotThey39re able to see what it is really and adjust for future campaignsquotEidelman added that Cadent39s recommendation for auto marketers just getting started with addressable TV is to lean in and understand where the waterline is first quotIf you test addressable do it correctlyquot he said quotDon39t dabble and stick a toe in the water Level set from the start and understand what39s possible with the mediumquotThe last couple of years has been important in educating the market about addressable Eidelman pointed out noting that awareness of the medium is much higher quotThe conversations don39t sound like science fiction anymorequot he said quotBrands certainly have invested more into data and their technology stacks Now it39s more of a matter of accepting addressable as a core part of the media mix as brands and agencies realign and invest more in datadriven strategiesquotDon39t stop now Stay in the know on adtech and data solutions with more from Cadent InSitesClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Motavalli and Eidelman: How Addressable Has Changed Auto Marketing

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