SOURCE: Jumpstart Automotive Group

Jumpstart Automotive Group

August 03, 2010 10:00 ET

Jumpstart Automotive Study: Blending Contextual and Audience Targeting Delivers Maximum In-Market Advertising Effectiveness

SAN FRANCISCO, CA--(Marketwire - August 3, 2010) -  A recent study commissioned by Jumpstart Automotive Group, a leading automotive marketing and publishing network, today revealed that consumers are most responsive to automotive marketing when messaged in a contextual in-market environment and re-messaged via extended audience targeting -- versus one or the other individually.

The study revealed that when both contextual and audience targeting were used in tandem, factors such as brand awareness, favorability, message association and automotive purchase intent grew by as much as 61 percent. What's more, the average growth of KPI (Key Performance Indicators) was 15 percent, while cost-per-KPI efficiency increased by 26 percent.

"The online car shopping process occurs intermittently for consumers and is often spurred by an effective offer," said Joe Kyriakoza, VP of Marketing Communications for Jumpstart Automotive Group. "That said, this study demonstrates to marketers how to positively influence car buyers by reminding them of valuable offers and opportunities while they are in the shopping process through third-party auto sites."

Simply put, contextual targeting focuses solely on content by presenting consumers with advertising messages that are deeply relevant to the content they are reading on a particular web page. Thus, as the content of a web page changes, so do the ads that are presented. On the other hand, audience targeting provides an extended opportunity to reach that consumer based on their shopping patterns.

Kyriakoza says oftentimes, marketers make the mistake of focusing on one strategy or the other, versus utilizing a blend of both methodologies when it comes to developing and implementing in-market campaigns. Additionally, he says many automotive marketers purchase these media services from two different sources, further exacerbating the problem.

"Too many automotive campaigns are focused on one strategy or the other -- on-site targeting or audience targeting -- and oftentimes agencies are purchasing these two media options from different sources and deploying them independently of each other," said Kyriakoza. "What's best is to identify a valuable audience and then to make the most of that audience by presenting compelling messages in both environments."

Using two separate studies -- one to gauge attitudinal growth and the other to analyze KPI data based on auto marketers' success metrics -- the study maintained that consumers are generally most responsive when reached via audience targeting and in an automotive shopping environment, in combination, with a KPI-per-impression-served ratio of 1.33 - to - 1, compared to only those campaigns active on auto sites.

Similarly, the online advertising awareness of campaigns that used both mechanisms -- versus on-site only -- improved by 6 percent, while brand favorability, purchase intent and message association improved by 31 percent, 45 percent and 61 percent respectively. Both studies were performed using an extensive amount of 2009 data from various undisclosed OEM advertisers. You can view the full white paper and download the PDF here.

About Jumpstart Automotive Group
Jumpstart Automotive Group, part of Hachette Filipacchi Media U.S., is an expert automotive marketing company. It represents the broadest and most diverse audience of in-market car shoppers and influencers across 12 automotive websites that include Vehix, Consumer Guide Automotive, JD Power Autos, Shopping.com Autos, Car and Driver, Road & Track, CarSoup.com, U.S.News.com, HybridCars, CarGurus, TrueCar, and PlugInCars. Fueled by a passion for performance, the Jumpstart Automotive Group is committed to the development of quality content and services for consumers and to maximizing publisher revenue and advertiser results through innovative products and services. Additionally, Jumpstart has been on the forefront of behavioral targeting and is now developing leading research and strategic insights products. For more information, visit JumpstartAutomotiveGroup.com.

Contact Information

  • Contact:

    Jennifer Lange
    Jumpstart Automotive Group
    (949) 916-4820
    Email Contact