Automotive

Purchasing a car is a complex user journey with multiple stages. While most buyers are, surprisingly, undecided on a brand or model when they start their journey, they now move more quickly through the funnel than previously. From 2017 to 2019, the time spent on the purchasing process dropped from 118 days to 96 days, and the time spent researching online fell from 13h 48m to 13h 06m.

The ultimate aim of digital ad campaigns for any online brand is to serve each unique user with products that they will want to buy or ads that effectively raise the brand’s awareness. The better targeted the ads, the more likely the user is to interact with them.

When setting up ad campaigns, many companies have relied on targeting tools such as their pre-existing assumptions about their customers in order to create target groups for advertising messages. Of course, businesses know an awful lot about who buys their products, and these targeting tools and data are useful. However, making strong assumptions can also lead to bias, which can eliminate valuable potential customers from the campaign.

A globally-recognized brand like BMW is hugely valuable, yet the company still has to sell product to survive. Group Marketing Director Marie Dellbrant reveals how she balances these twin demands and manages creatives on either side.

Attention-grabbing videos are helping brands across industries to cut through the noise and capture that coveted audience attention span. Such are the power of video ads that within seconds, a viewer learns almost everything you want them to know about your brand and your products. Video ads also have the potential to evoke strong emotions among viewers which improves brand awareness and engagement. To help brands better understand the power of video advertising and the role it plays in brand building, RTB House spoke to Łukasz Wójcik, Marketing & PR Director, Mitsubishi Motors Poland about his experience as both a consumer and a marketer.