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Winning the 2017 USA Today Ad Meter for this year’s Super Bowl, Kia Motors made the most of their $5M+ investment with the automaker’s most popular ad to date. Starring Melissa McCarthy on an attempt to save the world before realizing she’s already doing so in her hybrid car, the commercial’s performance was the first Ad Meter win for Kia. In what was arguably one of the most exciting Super Bowl games in recent history, Kia Motors is still flying high from their third quarter placement.
Desktop video advertising only consumed 26% of the brand’s digital spend over the last thirty days, but the ad-type played very well into their Super Bowl strategy. Prior to the big game, the brand released a couple of desktop video creatives with McCarthy to tease their upcoming TV spot. Featuring McCarthy running through a desert, “Get Ready for the 3rd Quarter” floats across the creative that was placed on YouTube’s homepage, as well as several other channels, ten days before the game.
This week’s report looks at the automaker’s digital strategy over the last thirty days, including spend and impression data, device overview, top sites, partners, creatives and more. Click below to get your copy.