Auto brands who focus too much on click-based attribution could reduce their marketing effectiveness, according to the latest Sophus3 webinar, Are your digital and TV campaigns really working?’
Keynote panellist Richard Hughes, a who has held senior director roles at Stellantis and GM, argued that performance marketing was still essential in today’s ultra-competitive new car market, but an obsession with return on investment risked sidelining the brand and model campaigns that are crucial for visibility and customer perception.
Instead, auto marketing teams should seek on new ways to measure these ‘early stage’ channels, such as the Carwow/ITV collaboration Auto Match, which accurately matches targeted views of streamed TV ads with subsequent car buyer behaviour.
Alongside Richard was ITV’s head of advance advertising, Nadine Warren, who spoke to the opportunities of today’s high-tech streamed TV platforms, which can link ad exposure with visits to car brand sites. The event also heard from Sophus3’s lead analyst, Sam Robson, on the latest findings of Auto Match, and Carwow’s head of media, Victoria Bruce, who highlighted Carwow’s sophisticated end-to-end attribution solutions.
‘Attribution is an often-misunderstood area in auto marketing with far too many platforms marking their own homework,’ said Sophus3 MD Scott Gairns. ‘A record number of clients are partnering with us to solve this, improving targeting and getting better value for money.’
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