Cross-Screen Pioneer Explores the Power of Connected Cars as a Vehicle for Customer Engagement
LAS VEGAS, NV -- (October 26, 2016) – Kate O’Loughlin, GM of Media for Tapad, addressed the J.D. Power Automotive conference audience today in Las Vegas, NV. With more than 1,400 participants representing every facet of the automotive marketing profession, the conference has become the industry's leading marketing event.
Bringing the unified, cross-screen perspective to the stage, O’Loughlin discussed the vital role of connected cars in the consumer engagement process. She is a founding member of Tapad which launched the world’s first cross-screen marketing technology in 2010. Tapad was acquired by the Telenor Group early in 2016.
Key points from O’Loughlin’s J.D. Power 2016 address included:
The marketers who deliver relevant and engaging content in a privacy-safe setting will be in the strongest position to navigate the proliferation of connected devices, including the connected points in cars.
As automakers innovate the technology in cars, marketers need to be prepared for the size and diversity of data available for understanding consumers. It’s going to be increasingly difficult to wade through the data, so now is the time to build a solid framework for understanding the person behind the data.
Marketers who evolve -- and take a holistic approach -- to their campaign measurements will achieve marked improvements in efficiency and an enhanced understanding of their core audiences.
Actionable brand engagement metrics like Viewable Exposure Time (VET) will continue to overtake traditional advertising performance metrics. VET evaluates the optimal amount of time an ad is present on a screen to incite consumer action. In early testing by Tapad, campaigns that employ VET see conversion rate performance improvements from 13 to 60%.
- The consumer-centric technology solutions of the future need to be as scalable as they are affordable.
Learn more about Tapads’ recommended Viewable Exposure Time metric by visiting http://go.tapad.com/ViewableExposureTime. Find key insights into cross-device automotive marketing like the ones discussed at the J.D. Power Automotive Marketing Rountable here: http://www.tapad.com/news/blog/unifying-big-data-in-automotive.