Online Audiences: Verifying and Leveraging Insights for Automotive Advertisers
In a previous post, we discussed how automotive advertisers need additional data sources to ensure their online ads reach optimal consumers. Within today’s cookie market it’s possible – likely, even – that many consumers are mislabeled as “in-market” for certain auto makes and models, but targeting those who will never purchase the advertised model results in wasted spend.
Enhancing targeting criteria is one way advertisers can leverage data for ad buying. Advertisers also need to utilize audience measurement solutions within their ads or on their sites to verify and measure the audience actually being reached and taking action.
Let’s start with the audience receiving the ads. Measurement solutions allow dashboards to report ad delivery and results in real-time, giving advertisers and their agencies a window into which sites are attracting optimal consumers, or driving better performance. With real-time reporting, advertisers can divert spend from one site to another if they see a difference in performance metrics. Now, the advertiser is targeting optimal customers, and they are targeting them on a site that drives higher performance.
The other potential use for this kind of dashboard is for the advertiser or manufacturer to implement the measurement capabilities on their own site, giving them a better understanding of who visits the site and how these visitors interact with the content. By dropping measurement code on their site, the manufacturer/digital agency can measure as many pages as they want, looking at site traffic and conversions in real-time.
This benefits advertisers in several ways. First, they have a better understanding of who visits their site. Is it the optimal audience? Are they likely to be financially able to purchase the vehicle? If they are attracting customers outside the target, then the marketing messages (online and off) likely need to be adjusted. If the audience is on target, then that’s great. There’s plenty more to learn and potentially leverage.
For instance, which pages of the site attract the most traffic, and which elements inspire interactions? For some automakers, safety information may be a popular page – the marketing team may decide to tout safety qualifications in future ad messages. What else are target consumers doing on the site? Are they sharing an email address for more information? If a campaign drives consumers to fill out a form for a test drive, advertisers need to monitor how far along in the process those consumers get. Are they completing the task, or visiting a few other pages, watching a video and then leaving?
These are the kinds of findings that can alter a site design or change advertising messaging, which can have a positive impact on future campaigns. It’s even more important to have the information in real-time, because it allows marketers to correct course on the fly. A campaign on a large portal that fails to reach optimal consumers is a waste. But it’s also a wasted campaign if it drives qualified leads to a site, only to have a high abandonment rate. Advertisers need to measure the audience they reach and their on-site audience side by side to evaluate true campaign performance.
Access to this kind of knowledge gives auto marketers an edge on the competition, and Equifax has responded to the market by launching AudienceIntel, a dashboard that offers these kinds of insights in real-time, allowing them to measure and verify the audience that is viewing their website and ads.
Click here to find out more about AudienceIntel or contact us at 1-800-879-1025.
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