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Jeep Has Partnered With Yahoo To Run Native Ad Campaigns | DrivingSales News

Jeep Has Partnered With Yahoo To Run Native Ad Campaigns

December 29, 2015 0 Comments

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Jeep has partnered with Yahoo to run a set of native ad campaigns in its ongoing effort to attract travel and adventure enthusiasts.

Considering the fact that digital video consumption is up by 35 percent on desktop and 55 percent on smartphones in the past year, it has become increasingly necessary for brands to engage customers with well-integrated video campaigns. These growing figures prompted Jeep to explore the ways that native video could tell a new kind of story that is both demographically tailored and seamlessly experienced.

“Jeep has been blazing new trails in the digital ecosystem, and by tapping into native video advertising across screens the brand is increasing both consumer sentiment and purchase intent,” said Brad Piggot, vice president and industry lead for automotive at Yahoo.

Three creative native advertisements in a 2015 Grand Cherokee digital video campaign ran from July through September across Yahoo properties, from the home page to digital magazines such as Yahoo Travel and mobile apps. The three spots varied in length at either 15 or 30 seconds.

“Consumers, whether they currently own a Jeep vehicle, or are exploring our brand for a new vehicle purchase, typically already have built-in expectations and perceptions about what it stands for in their minds,” said Ahed Jendza, digital marketing manager at Jeep. “We need to speak to them in 15 or 30 seconds while providing meaningful content. Native video ads provide us with a greater opportunity to engage longer with people, and help us tell a story about an iconic brand.”

By making use of native to provide rich, engaging video content, the campaign earned a completed view rate that was 50 percent higher than the auto industry average, and a cost-per-completed view of 60 percent lower than the industry average, according to Yahoo data.

In this campaign, Jeep first targeted people who recently searched for SUV content from mobile devices, including competitors’ content. The company also built mini ad-targeting profiles for consumers who had shown an interest in technology and gadgets as well as lifestyle content.

“It was a little more than a native ad [buy]—it was the targeting behind it on the actual humans we were reaching out to,” explained Amy Peet, senior manager of digital marketing at Fiat Chrysler Automotive U.S. “The creative is very prescriptive to [specific] people.”

Peet said that in terms of creative, copy that specifically positioned the Grand Cherokee as a luxury vehicle performed best.

“If you look at the people we were targeting, they were people who had an affinity for lifestyle content like travel and shopping,” Peet said. “Luxury took off with the set of parameters we put in place. If we could go back, we would look at actually putting more creative pieces into the rotation.”

Looking to the future, the combination of search and native ads could make Yahoo a more interesting platform for brands in 2016. According to its third-quarter earnings, mobile accounted for 24 percent, or $271 million, of Yahoo’s revenue, while search ads represented $509 million in revenue, indicating an increase of 13 percent over the same period last year.

“What’s powerful about these ads is that they bring together two very engaging formats,” said Brad Piggott, vice president and industry lead of autos at Yahoo. “Native video ads are proven to drive results, including high view rates, as well as boosting brand metrics such as favorability and purchase intent.”

About the Author:

The DrivingSales News team is dedicated to breaking the relevant and the tough stories affecting car dealers. Have questions for DrivingSales News? Reach the team at news@drivingsales.com.

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