Maximizing Automotive In-Market Targeting: Part I

Auto Brands Experience Dramatic Increase in Ad Campaign Effectiveness when Contextual and Behavioral Targeting are Combined

Consumer study shows clear impact of message reinforcement through BT, improving brand favorability, consumer purchase intent, and low funnel activities

HUNTINGTON BEACH, Calif., APRIL 28, 2009 - From the iMedia Driving Interactive Conference, Jumpstart Automotive Media and AudienceScience announced findings from a case study pinpointing the effectiveness of combined behavioral and contextually targeted display media deployed for advertising campaigns focused on in-market auto shoppers. The results demonstrated a dramatic increase of effectiveness when the two targeting types were executed concurrently, with up to 70 percent increased purchase intent, brand favorability and awareness among consumers.

"At a time when auto brands and marketers are focused on the bottom line, we must carefully consider the smartest, most efficient marketing strategies to capture consumer interest and transition that interest into sales," said Steve Wilhite, CEO, Jumpstart. "Our study is incredibly timely and shows that brands that think holistically about their digital campaigns, and focus on the targeted nature of the audience reached rather than the type of targeting, will see real results."

Traditionally, contextual and behavioral strategies have been managed and purchased in separate media budgets by agency teams. However, AudienceScience CEO Jeff Hirsch notes, "In the end, making the targeting investment count is all about finding the right audience for your brand, those most likely to make a purchase. With vast amounts of data available to marketers, it is impractical and potentially wasteful to keep contextual and behavioral siloed rather than have them integrated and supporting each other, rounding out audience segments and profiles for the highest level of accuracy."

This study closely analyzed the impact on two advertising campaigns where behavioral and contextual advertising strategies were used in tandem. Survey respondents from Jumpstart's audience of in-market shoppers were presented with two distinct ad campaigns; one from an import brand and the other from a domestic brand. Each campaign was studied for impact on three core metrics: online ad awareness, brand favorability and consumer purchase intent. The study also measured the impact of combined targeting on consumer perceptions of each brand. Additionally, Jumpstart uncovered internal data that pointed to a greater share of shopping and share of leads submitted for each brand studied.

Survey Findings

The results of both brand campaigns showed clear evidence of the powerful impact of combined ad targeting on consumer perception and behavior. Between both the domestic and import brand, consumers showed a dramatic 45 percent increase of purchase intent after being presented with ads in both contextual and behavioral environments. Additionally, brand attributes and favorability increased by as much as 60 percent between both brands when targeting was used in tandem.

In the domestic brand campaign, the study identified the power of combining targeting approaches to change brand perceptions. With the messaging focused on key areas including fuel efficiency and value, consumers showed as much as a 130 percent increase in perception of the brand's core values after behavioral and contextual ad campaigns were deployed together. In the import brand's case, the combination of targeting tactics led to a 60 percent increase in the perception of the brand's vehicle safety, and a 40 percent increase in perception of the brand's "excellent gas mileage."

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Survey Methodology

The Jumpstart and AudienceScience study was conducted between July and August 2008. The study surveyed 1275 "qualified shoppers," meaning that a majority were in the market for a car and planned to make a car purchase within a year. The study derived its findings through a comparison of two groups of consumers. The first group was exposed to contextual-only targeting on third party sites, while the second group was exposed to messaging via both contextual and behavioral targeting.

About Jumpstart

Jumpstart Automotive Media, Inc. (www.JumpstartAutomotiveMedia.com) is the leading automotive publisher rep firm and has created the largest and highest quality audience of car shoppers online. Fueled by a passion for performance, Jumpstart is committed to maximizing publisher revenue and advertiser results through innovative products and services. Jumpstart customers include automotive manufacturers, regional dealer associations, and the top 100 automotive dealers. The portfolio of publishers include Vehix, Consumer Guide Automotive, JD Power Autos, Shopping.com, CarandDriver.com, RoadandTrack.com, CarSoup.com, U.S.News.com, HybridCars, and CarGurus. Additionally, Jumpstart has been on the forefront of behavioral targeting and extends its in-market audience of car shoppers via premier distribution partners. Jumpstart is a wholly-owned subsidiary of Hachette Filipacchi Media U.S.

About AudienceScience:

AudienceScience (formerly Revenue Science) is a technology-centric media company focused on the science of online marketing. AudienceScience is the only company worldwide to offer both an audience technology platform and a targeting marketplace, recording billions of behavioral events daily and reaching over 385 million unique Internet users. AudienceScience technology empowers Web publishers, marketers, networks, exchanges, and agencies to create intelligent audience segments to connect people with relevant advertising driving the transition to data-driven audience marketing online. Delivering behaviorally targeted campaigns since 2003, AudienceScience serves more targeted ads worldwide than any other company for clients including Financial Times, Gannett, Jumpstart Automotive Media, New York Times Digital, NikkeiNet, Reuters.com, The Guardian.co.uk, Univison.com, and Wall Street Journal Digital. For more information, please visit www.AudienceScience.com.

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