Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
|by Dana Fornasar, Senior Product Marketing Manager|
We've been talking a lot about how mobile advertising behaves (and shops) in the ever changing digital world. From the moment they wake up, they are connected. During breakfast they're reading the news on their tablet, they transition to their phone for the workday commute, at the office it's their laptop, and when 5 o'clock hits, the cycle reverses. For advertisers, this behavior makes it easy to reach consumers - EVERYWHERE they are, regardless of which device they are using at the time. When consumers device hop like this, accurately measuring unique visitors becomes challenging. Every time a consumer switches from their laptop to their desktop they are viewed as a new user. When that same user switches from Internet Explorer to Chrome, they are yet again seen as a new shopper. So those standard web analytics that dealers have grown accustomed to using, no longer provide a clear picture of your shoppers.
This presents a challenge to dealers, one that takes center stage in the new eBook, Automotive Moneyball-The Best Kept Secret to Knocking Your Digital .... But it also offers dealers an opportunity to crack the nut on how to deliver a consistent message to each unique shopper. To determine how overstated "unique visitor" metrics are, Cobalt partnered with a company called Tapad to study advertising reach on a household basis.
Tapad unifies the view of a consumer across their devices for targeting and measurement. They have built the Tapad Device Graph ™ – which infers device connections by modeling billions of non-personally identifiable data points (cookies, hardware IDs, OS identifiers, network device identifiers, etc.) to isolate strong behavioral and relationship-based patterns across devices. This technology allows Cobalt to understand their users down to the household and individual levels. Cobalt has integrated with the Tapad Device Graph to bring all of that intelligence into the Cobalt ecosystem. As a result, we are able to get a clearer picture of how our auto shoppers are using multiple devices and browsers during their automotive shopping process.
Initial results of this study show that between multi-browser/device usage and cookie deletion, standard web analytics overstate unique visitors by 2.7 times. One thing
to note is that our initial research studied the use of multiple laptops/desktops and browser use. The study was not extended to mobile devices. However we will be including mobile into our ongoing research. Our results are in line with similar findings by a Comscore study that determined that there is a 2.5x overstatement of unique user metrics including mobile & tablet. What this means is that the advertising industry’s standard web metrics overestimate advertising reach, and opportunities (or interested shoppers). On the positive side, this also means that we have been underestimating frequency, vehicle engagement rates, repeat visitor metrics, advertising performance and conversion rates. In the coming months, we’ll be releasing even more data from this study that will help dealers better measure the effectiveness of their digital advertising and will begin the process of building those actionable insights into our dealer advertising solution.
"Sophisticated companies like Cobalt are on the cutting edge of today’s best marketing practices,"
said Are Traasdahl, CEO and Founder of Tapad. "When you have a unified approach across screens, you get a significantly more efficient spend and better performance for all campaigns. Of course, relevant, accessible marketing also benefits the ultimate customer. It drives much deeper interest, engagement and brand loyalty. It is the difference between talking at someone and connecting with them."
In the coming months, we’ll be releasing even more data from this study that will help dealers better measure the effectiveness of their digital advertising and will begin the process of building those actionable insights into our dealer advertising solution.
Let’s face it… analytics is a real pain in the assessment. Download the new eBook, Automotive Moneyball, to learn how to make marketing decisions and set advertising budgets based firmly on the metrics that move metal.
Dana Fornasar is a Senior Product Marketing Manager for Cobalt's Digital Advertising solutions. Her first car was a royal blue 1974 Volkswagen Super Beetle. Dana’s VW sadly met its demise during a sorority caravan en route to a Pearl Jam concert in Atlanta, where it fell victim to what was later confirmed to be the first and only rear-end collision caused by a flighty sorority girl. Blaring from her blown-out speakers at the time of the collision was ironically Pearl Jam’s newly released song Rearviewmirror. True story. She brings 10 years of digital marketing experience to Cobalt. Before joining Cobalt, Dana worked with advertising & marketing teams at Expedia, Microsoft, and Paramount Pictures. Feel Free to reach out to Dana anytime at firstname.lastname@example.org.