True Native Lifts Automotive Buy-Through-Rate

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Goal

A major auto manufacturer sought to increase consideration of its full-size, heavy-duty pickup truck with in-market audiences. Their goal was to positively impact summer sales nationwide.

Strategy

To engage in-market consumers, the automaker leveraged contextual targeting and True Native, native ad units that click into branded content that’s served within the publisher’s site.

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Results

Using Oracle audience measurement and Polk registration data, a buy-through-rate (BTR) was calculated for three automotive audience segments: National Baseline,* Non In-Market, and In-Market.

• The initial exposure of the native ad resulted in a 52% lift in the national baseline BTR

• When in-market auto consumers clicked through to the branded native article there was nearly 2x lift in the national baseline BTR

 

Key Stats

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Information

Date Featured:
May 12, 2017

Contact:
advertising@nativo.com