True Native Lifts Automotive Buy-Through-Rate
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.
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.
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
May 12, 2017