Why car brands use programmatic – mobile advertising for the automotive industry
Buying a car is an important decision in a person’s life. And it is much easier to make it if you know everything about the advantages of each auto company. By the way, car brands regularly use mobile promotion to draw the user’s attention to their benefits.
Let’s talk about the top auto brands here. We’ll tell you why car companies are using mobile advertising to increase brand awareness.
- Specifics of the auto industry
- Auto brands and mobile programmatic
- Popular targeting settings for car brands
- Brand safety for car brands
- Advertising formats for automotive brands
- Brand Lift research
- Auto brands and programmatic advertising – trends
Specifics of the auto industry
According to the 2023 Global Automotive Consumer Study report: product quality is still the number one factor during car buying decisions. Consumers pay attention to the safety and efficiency of vehicles, as well as the speed of customer service.
But the question arises – how do brands attract and retain the attention of users? Of course, by using brand and performance tools. Especially mobile programmatic advertising, because it helps to form a purchase decision.
Car brands and mobile programmatic
Programmatic – automated real-time inventory purchasing. Mobile advertising involves the placement of content in mobile apps of a certain topic. By the way, we explained the whole programmatic process in this article.
The world’s best car brands choose mobile programmatic because it offers:
- Demand generation.
Creating demand in the premium segment is not an easy task. After all, the more expensive the product, the more serious a purchase is. Digital specialists use mobile ads to engage the user at the start of the marketing funnel.
- A variety of ad formats.
Auto brands can place various formats in mobile ads: fullscreen and native banners, videos, and others.
- A wide range of targeting methods.
Mobile programmatic offers many types of targeting. Among them – the search for narrow audience segments. It’s an important criteria, since auto brands need to target their message to specific users.
Which Chinese car brands and other auto industry players were placed on the BYYD platform – find out on our website.
Popular targeting settings for car brands
We find the target audience of auto brands by using the BYYD platform’s wide range of targeting features.
The basic set of options includes:
- gender
- age
- geography of placement
We use interest-based targeting to focus the target audience. Special systems analyze user behavior and assign them to a certain segment.
BYYD allows auto brands to place ads in apps of topics: auto, finance, music, etc.
Super-geo is another key targeting setting. It can be useful if the message needs to reach people in a specific neighborhood. For example, if you want to show ads in a car rental location.
So, in case study for Lukoil we show banners on male and female 23-60 years old, within a 20 miles radius of 315 Lukoil gas stations all over Turkey. As a result, we reached CTR 2,35%.
BYYD also has such targeting tools as:
- type of device;
- cellular provider;
- device brand/ device model;
- operation system.
Here is an example of the complex BYYD targeting for automotive brands
The Bemol brand was tasked with raising awareness of EVOX fuel and attracting a targeted audience to the website. To achieve this goal, we used socio-demographic targeting together with relevant interests and a Rich Media banner.
Rich Media banners were shown to male and female audiences of 25-55 years old, interested in cars and having high income. Such topics as crossovers, business, career development, money, investments, buying and selling cars, driving, car enthusiasts, etc. were chosen.
Proper targeting, trendy format and quality optimization allowed it to achieve a CTR of 2.12% and reach more than 600 thousand motorists.
Brand safety for car brands
Brand safety is something BYYD guarantees to all of its clients.
We know the importance for auto brands to publish their content on trusted apps. That’s why our programmatic platform takes a special brand safety approach for car brands.
It includes the following brand protection steps:
- multilevel verification of sites for placement;
- traffic quality check by special trackers;
- White and Black lists.
All of the Brand Safety options are described in this article.
Advertising formats for automotive brands
Another important component of mobile promotion is the format. Its choice should be based not only on market trends, but also on the specific brand voice.
According to our experience, top car brands equally use different formats. Let’s list the main ones.
Fullscreen banners – images that appear after the final loading of the site. This format is popular due to its low cost and high CTR.
We used such fullscreen banners to promote Sanpark in France. By setting up socdem targeting, relevant interests and daily campaign optimization, we managed to get over 4k clicks.
Auto brands often use a package of banners as part of a single mobile campaign. It contains native, fullscreen and other popular formats.
Rich Media – banners created by HTML5. This format presents information in an accessible form, which increases user loyalty.
Video impacts all channels of information acquisition: this feature makes the format successful among auto brands.
BYYD offers car companies following ways of video content placement:
- Non-Rewarded Video – the video shows as a regular advertisement.
- Rewarded Video – the user receives a reward in the interface for watching an advertisement.
We can also offer interactive video format. By combining video and Rich Media, more data is available to track performance. Plus, the novelty of the format certainly attracts target users.
Besides, BYYD’s production department makes landing pages. Check out the examples here.
Brand Lift research
First and foremost, media advertising is aimed at generating purchase intent. Therefore, the specifics of the channel determine the metrics for assessing the quality of advertising.
BYYD measures the results of mobile promotion in several ways. First, through the Brand Lift study, which shows the memorability of ads and a user’s willingness to make a purchase.
On the BYYD platform, the Brand Lift study goes like this:
- At the end of the campaign, a survey is conducted.
- It’s held among those who have seen the main campaign and those who haven’t.
- Results are compared.
The effectiveness of programmatic advertising is also confirmed by:
- average time on site;
- bounce rate;
- click-to-session conversion rate;
- CTR value.
Global car brands are already using programmatic. Join them!
Write to hello@byyd.me and our experts will offer you the best solution.
Auto brands and programmatic advertising – trends
There are some interesting trends in the mobile advertising of auto brands. Here are some of them:
Today’s users prefer a vibrant format. According to a new HubSpot study, they tend to experience brands through fast, dynamic content.
- Interactivity.
It is also shown in the advertising of the car segment. People prefer to watch advertisements that both reflect brand values and provide useful information.
The best formats for this are premium ones – Rich media, rewarded video and others. They are already favorites of automobile brands around the world.
- Coverage of different generations.
No secret that each generation has its own requirements for brand communication. For example, zoomers and millennials prefer entertaining and educational advertising. And boomers – useful and entertaining content.
In order to reach the right audience, it is necessary to carefully set up targeting and adapt the way of communication. By the way, the BYYD platform uses exactly this way of working.
In conclusion, let us note. Placement in mobile apps is not just an additional marketing approach, but an effective branding tool. Programmatic guarantees the attention of the target audience and an increase in recognition of the car brand.
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