Automotive manufacturers are transferring towards a data-driven future. However are they coasting, cruising or flooring it?
Hyundai has its sights set on streaming and superior audiences, nevertheless it nonetheless considers itself a challenger model in comparison with auto corporations resembling Ford, Dodge and Normal Motors which were round no less than 50 years longer.
The necessity to hold elevating model consciousness means Hyundai can’t afford to fully scrap broad, demo-based linear buys – nevertheless it has to strike a steadiness.
Overspending on linear impressions doesn’t produce sufficient return on its advert spend. “As soon as the model shifted extra media {dollars} into related TV and social video a pair years in the past, our campaigns grew to become rather more impactful,” Hyundai Motor America CMO Angela Zepeda tells me.
Zepeda shared extra about Hyundai’s streaming street map.
AdExchanger: How does Hyundai divide its finances between linear and related TV?
ANGELA ZEPEDA: The automotive area is aggressive, so Hyundai nonetheless must hold constructing attain with linear. We don’t spend a lot cash on premier dayparts, although. The majority of our linear {dollars} go to reside sports activities, particularly our Sunday Evening Soccer sponsorship.
CTV is the place we are able to goal particular audiences with specific automobile fashions for higher media efficiency past simply fundamental consciousness.
Is Hyundai concentrating on audiences in a different way between the 2 channels?
Linear TV is predicated on basic demos, however on CTV we go after very particular audiences based mostly on location, proximity to dealerships, family earnings and household dimension once we’re deciding which fashions to point out to which viewers.
For instance, Hyundai runs extra native advertisements for electrical automobiles in states with increased manufacturing, resembling California and the East Coast, and we serve extra advertisements for SUVs to greater households.
How does Hyundai use third-party companions for concentrating on?
We work with third-party knowledge suppliers to create lookalike modeling based mostly on our viewers segments. We’re additionally working with demand-side platforms, together with The Commerce Desk and Amazon’s DSP, as a result of programmatic helps us discover particular audiences rather more effectively.
How a lot of the model’s media spending is programmatic?
An enormous quantity of our digital finances is transferring to programmatic. We additionally purchase some addressable spots programmatically, however our linear spending continues to be a wholesome mixture of programmatic and direct offers.
How does this concentrating on technique have an effect on Hyundai’s strategy to measurement and attribution?
Measurement is one thing we’re always grappling with. We’re additionally working with a number of foreign money suppliers as a result of no [single] foreign money has a full view into our audiences.
Hyundai makes use of model elevate and share of voice for measurement, and we’re additionally listening to which campaigns and creatives result in extra shopper motion, notably search exercise.
On the attribution entrance, advertising combine modeling is a bit old style as a result of it’s extra of a report on our spending relatively than a predictive mannequin of what may work higher sooner or later.
We want one thing extra ingenious, however higher attribution fashions take time to construct.
Do you contemplate CTV to be a lower-funnel channel?
We nonetheless contemplate streaming to be higher funnel. For us, decrease funnel is on-line and social video, the place we are able to run advertisements to focus on our rivals’ clients.
If considered one of our clients is trying up or studying about competitor fashions on-line, for instance, we are able to serve them on-line video advertisements, which generally embody promotional provides to drive extra visits to our web site.
Going head-to-head with our competitors is considered one of our only advertising methods.
This interview has been edited and condensed.
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