Car Brands Are Starting to Get the Marketing Data They’ve Always Wanted: Digital ad targeting and auto designs are better for it, from AdWeek.
The car industry isn’t slowing down when it comes to employing more data for everything from vehicle malfunctions to marketing.
In fact, in terms of digital advertising, the category looks like it’s putting the pedal to the metal, as tech vendors, publishers and other players increasingly roll out new offerings to attract automotive ad buyers who are demanding better results.
For instance, data cloud company eXelate today is debuting measurement software that’s designed to exhibit when digital promos produce actual car sales, giving an auto advertiser a clearer sense of return on investment. It generally affords a long view of what marketers call the “purchase funnel,” while allowing them to both review a campaign’s performance and quickly tweak how the effort targets consumers.