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Pathmatics Blog

The Top 5 Auto Creatives of Q4

February 01 2018 by Jordan Kramer
Creative is the lifeblood of your digital campaign and is a crucial piece of your entire advertising strategy. Whether you’re running ads across digital or traditional media, the creative is the first impression you have on your prospective audience. That’s why it is important to know what other brands within your space are doing, so you can benchmark your own campaigns.
For the Auto category, nearly $237M was spent across display, mobile, and video during Q4 2017. Led by top brands like Ford, Toyota, Chevrolet, and Jeep, almost 90K creatives were released throughout the quarter. Here’s a look at the top five digital creatives from the category for Q4 by spend.

1. Ford Dealer Associations

The category’s third top digital advertiser by spend, Ford Dealer Associations, put out the top Auto creative. This 300x250 creative originally launched on May 15th 2017, and is still running to this day. Ford Dealer Associations invested nearly three quarters of their digital ad budget on display advertising in Q4, with mobile rounding out the rest of their spend. 
The creative ran on top sites CarGurus, KBB, Cars.com, Auto Trader, and ESPN directing consumers to this landing page promoting incentives and offers. This was one of the dealer association’s longest running creatives during 2017, demonstrating the ad was clearly successful in providing a return on ad spend.

2. Subaru

With one YouTube takeover, Subaru’s top creative for Q4 skyrocketed to the top of the Auto category to promote their Share the Love Event. The 970x250 banner creative that ran on YouTube’s homepage from December 8th, 2017 to December 9th garnered nearly 117M impressions. The sales event allows the prospective car buyer to choose the charity Subaru makes a $250 donation to after purchase.
Hitting right before the holidays, this campaign tugs on consumers heartstrings and emotions as they contemplate buying or leasing a new automobile. In Q4, Subaru focused over 80% of their digital ad budget on display advertising, with most of the remainder going to mobile placements. The auto manufacturer targeted Amazon, YouTube, and CarGurus as their top sites during the quarter.

3. Kumho Tire

The tire company, and official NBA sponsor, ranked as the 14th top digital ad spender for the Auto category during Q1 using a video focused strategy. Nearly all of the brand’s Q4 ad budget was invested on desktop video placements, targeting YouTube as their top site. Kumho released twenty-five unique creatives throughout the quarter, with this fifteen second video leading the pack.
The creative, running from October 27th through November 29th, directed consumers to this YouTube page with more exciting race videos to showcase the durability of the brand’s tires. Kumho ran the ad on YouTube but it also ran on Fox News, Front Page PCH, and The Daily Meal, bringing in 127M digital impressions in total.

4. Ford

Coming in as the Auto category’s leading digital advertiser by spend and impressions across display, mobile, and video, Ford’s top creative of Q4 was a thirty-second video. The Spanish language advertisement for the brand’s Escape SUV Crossover model launched on June 19th, 2017 and ran until January 1st, 2018. Just over half of Ford’s digital ad spend went to display advertising during the Fourth Quarter, while twenty percent was invested on desktop video placements.
Directing prospective buyers to this landing page, the video creative was detected on CNN Español and People Español, amongst other Spanish focused sites. Two of Ford’s top ten creatives during Q4 were geared towards a Spanish audience.

5. Ford Dealer Associations

FordDealerAssociations_Creative_All (1).png
Bringing it back full circle, the brand that put out the top creative by spend also released the fifth top Auto creative. This 728x90 banner ad was launched on June 9th, 2017 and is still out in the wild today. Also directing consumers to a page for incentives and offers, the creative ran on CarGurus, Cars.com, KBB, KSL, and Yahoo!

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About Author
Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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