Native Advertising on Automotive Websites 

Company: AutoPlanet

Date: February 2024 

Objective

In 2024, AutoPlanet, North America’s largest used car dealership with flagship locations in Brampton and Durham, sought to strengthen its market leadership in Southern Ontario. Recognizing the increasing demand for electric vehicles (EVs) and the importance of digital engagement, AutoPlanet launched a Native Advertising Campaign on Automotive Content Websites. By integrating informative and engaging content within relevant platforms, the campaign aimed to connect with potential buyers in Southern Ontario, emphasizing AutoPlanet’s extensive EV inventory and commitment to customer satisfaction.

Objectives:

1. Increase Brand Awareness: Elevate AutoPlanet’s presence among car buyers and enthusiasts in Southern Ontario, highlighting their vast selection of used vehicles, including EVs and hybrids.
2. Drive Website Traffic: Achieve a 50% increase in website visits from Southern Ontario over a six-month period.
3. Boost Lead Generation: Increase inquiries and leads by 40% through content engagement within the targeted region.
4. Enhance Sales Conversion: Improve dealership footfall and online sales conversions by 25%.

Strategy:

 1.  Identifying Relevant Automotive Content Platforms

Automotive Websites and Blogs Popular in Southern Ontario:

• AutoTrader.ca: Canada’s largest automotive marketplace with a strong regional presence.
• Wheels.ca: Automotive portal of the Toronto Star, widely read in Southern Ontario.
• Driving.ca: Provides automotive news and reviews with a focus on Ontario markets.
• ElectricCarsOntario.com: A platform dedicated to EV news and resources in Ontario.
• Canadian Auto Dealer: Offers industry insights relevant to local dealerships.

Content Discovery Platforms:

• Taboola and Outbrain: To distribute content across a network of automotive and lifestyle websites frequented by Southern Ontario residents.
• Revcontent: For high-engagement native advertising within the region.

2. Creation of Engaging Native Content

• Content Types:
  • Articles: In-depth guides, industry insights, and comparison pieces tailored to the Southern Ontario market.
  • Videos: High-definition clips showcasing EV features, dealership experiences, and customer testimonials from the region.
  • Interactive Infographics: Visual content highlighting EV benefits and AutoPlanet’s offerings.

• Content Themes:
  • EV Adoption in Southern Ontario: “Why 2024 Is the Best Year to Go Electric with AutoPlanet in Southern Ontario.”
  • Cost Savings: “How Buying a Used EV Can Save You Money in Ontario.”
  • Customer Stories: Testimonials from satisfied customers in Brampton, Durham, and surrounding areas.
  • Local Insights: “Navigating EV Incentives and Rebates in Ontario.”

3. Advanced Targeting Techniques

1. Geo-Targeting Southern Ontario:
   • Focused on key cities and regions within Southern Ontario, including the Greater Toronto Area (GTA), Hamilton, Niagara, London, and Kitchener-Waterloo.
   • Used IP targeting and GPS data to ensure ads reached users in the specified locations.
2. AI-Powered Personalization:
   • Leveraged machine learning to tailor content recommendations based on regional preferences and behaviors.
   • Delivered personalized ads considering local events, weather conditions, and regional automotive trends.
3. Contextual and Behavioral Targeting:
   • Reached users actively researching vehicles or automotive content within Southern Ontario.
   • Aligned content placements with relevant articles and user interests specific to the region.
4. Seamless Integration of Native Ads
   • Native Ad Formats:
     • Designed ads to match the editorial style of hosting platforms, ensuring they resonated with Southern Ontario audiences.
     • Employed interactive ad units like polls and quizzes related to regional topics.
   • Call-to-Action (CTA):
     • Encouraged users to “Explore Our Inventory in Brampton and Durham” or “Book a Virtual Test Drive Today in Southern Ontario.”

Target Audience:

Demographics

• Age: 25 – 65 years
• Gender: All genders
• Location: Southern Ontario, including:
  • Greater Toronto Area (GTA)
  • Hamilton
  • Niagara Region
  • London
  • Kitchener-Waterloo
• Occupation: Professionals, environmentally conscious consumers, tech enthusiasts, families

Psychographics

• Lifestyle: Eco-friendly, tech-savvy individuals seeking modern vehicle solutions.
• Interests: Electric vehicles, sustainability, technology advancements, automotive trends, local events.
• Behavior: Regularly consume online automotive and tech content, interested in EV adoption, engaged with regional news and community activities.

Tools & Technology:

• Content Discovery Platforms:
  • Taboola
  • Outbrain
  • Revcontent
• Programmatic Advertising Platforms:
  • The Trade Desk
  • MediaMath
  • Amazon DSP
• Analytics and Tracking:
  • Google Analytics 4: For enhanced tracking and insights specific to Southern Ontario.
  • Adobe Analytics
  • DoubleClick for Publishers (DFP)
• Content Creation Tools:
  • Adobe Creative Cloud (Photoshop, Illustrator, Premiere Pro)
  • Unreal Engine and Unity: For VR content development
  • WordPress with headless CMS capabilities
• Data Management Platform (DMP):
  • Salesforce DMP (formerly Krux) for advanced audience segmentation within Southern Ontario
• Artificial Intelligence and Machine Learning:
  • IBM Watson for AI-driven personalization
  • Automated A/B testing tools like Optimizely

Locations Targeted:

• Primary Focus:
• Brampton
• Durham
• Greater Toronto Area (GTA)
• Hamilton
• Niagara Region
• London
• Kitchener-Waterloo
• Guelph
• Barrie
• St. Catharines

Budget:

• Total Campaign Budget: CAD 750,000

Budget Breakdown:

1. Content Creation: CAD 220,000
   • Article Writing and Editing: CAD 70,000
   • Video Production: CAD 90,000
   • Interactive Infographics and Visuals: CAD 35,000
   • VR Content Development: CAD 25,000
2. Ad Spend: CAD 480,000
   • Taboola: CAD 140,000
   • Outbrain: CAD 140,000
   • Revcontent: CAD 50,000
   • Direct Placements on Automotive Websites Popular in Southern Ontario: CAD 150,000
3. Technology and Tools: CAD 30,000
   • Analytics and Tracking Tools
   • DMP and DSP Fees
4. Operational Costs: CAD 20,000
   • Campaign Management
   • AI and Machine Learning Integration

Execution:

Phase 1: Content Development

• Research and Planning:
  • Analyzed automotive trends in Southern Ontario, focusing on EV adoption rates and consumer preferences.
  • Identified regional incentives and rebates available to EV buyers in Ontario
• Content Creation:
  • Articles:
    • “The Ultimate Guide to Buying a Used EV in Southern Ontario”
    • “AutoPlanet’s Top Picks: Affordable Electric Cars for Ontario Residents”
  • Videos:
    • Featurettes on EV models popular in Southern Ontario.
    • Customer testimonial videos from Brampton and Durham clients
  • Interactive Infographics:
    • “EV Charging Stations in Southern Ontario: Map and Guide”
    • “Savings Calculator: Benefits of Buying Used vs. New Vehicles in Ontario”
  • VR Tours:
    • Virtual tours of the Brampton and Durham dealerships.
    • Interactive experiences highlighting regional features.

Phase 2: Campaign Setup

• Native Ad Configuration:
  • Developed region-specific headlines and descriptions.
  • Selected visuals featuring recognizable Southern Ontario landmarks.
• Advanced Targeting Parameters:
  • Employed geo-targeting to serve ads exclusively to users in Southern Ontario.
  • Used AI to optimize ad delivery times based on regional online activity patterns.

Phase 3: Launch and Distribution

• Content Distribution:
  • Deployed content across Taboola, Outbrain, and Revcontent networks with a focus on Southern Ontario audiences.
  • Secured premium placements on high-traffic automotive and news websites popular in the region.
• Engagement Strategies:
  • Offered localized interactive content, such as quizzes like “Which EV Suits Your Southern Ontario Lifestyle?”
  • Utilized chatbots to provide instant assistance and answer region-specific questions.

Phase 4: Monitoring and Optimization

• Real-Time Analytics:
  • Tracked user engagement metrics, focusing on regional performance.
  • Monitored KPIs such as impressions, CTR, conversion rates, and time spent on content.
• Automated A/B Testing:
  • Tested different content variations to determine the most effective messaging for Southern Ontario audiences.
  • Adjusted targeting and creatives based on real-time data.
• Budget Reallocation:
  • Allocated more resources to high-performing cities within Southern Ontario.
  • Reduced spend on areas with lower engagement.

Ad Creatives and Messaging

• Headline Examples:
  • “Southern Ontario’s Largest Selection of Pre-Owned EVs Awaits You at AutoPlanet”
  • “Discover Affordable Electric Cars Near You in Brampton and Durham”
  • “Drive Green in Southern Ontario: Your Guide to Used EVs”
• Visuals:
  • Images featuring popular Southern Ontario landmarks (e.g., CN Tower, Niagara Falls) alongside vehicles.
  • Photos of customers from the region enjoying their new cars.
  • Visuals showcasing EV charging stations in Ontario.
• Content Highlights:
  • Emphasized AutoPlanet’s commitment to serving Southern Ontario communities.
  • Highlighted regional incentives and rebates available for EV purchases.
  • Included testimonials from local customers.
• Call-to-Action (CTA):
  • “Browse Our Southern Ontario Inventory Now”
  • “Book a Test Drive in Brampton or Durham”
  • “Learn About EV Incentives in Ontario”

Results:

Key Performance Indicators (KPIs)

1. Website Traffic from Southern Ontario:
   • Goal: 50% increase
   • Result: 65% increase, exceeding the goal by 15%.
   • Attribution:
     • Articles: Drove 50% of the new regional traffic.
     • Videos: Contributed 30%.
     • Interactive Content: Accounted for 20%.
2. Lead Generation:
   • Goal: 40% increase
   • Result: 55% increase in inquiries, including test drive bookings and financing applications from Southern Ontario residents.
3. Sales Conversion:
   • Goal: 25% improvement
   • Result: 32% increase in dealership visits and online sales conversions within the targeted region.
4. EV Inventory Turnover in Southern Ontario:
   • Result: EV sales increased by 75%, significantly reducing inventory turnover time.
5. Ad Engagement Metrics:
   • Average CTR: 3.8%, well above the industry average.
   • Conversion Rate: 17% of users who engaged with content took a desired action.
6. Content Engagement:
   • Average time spent on articles: 5.5 minutes
   • Video completion rate: 78%
   • Interactive content engagement rate: 82%
   • Social shares: Over 12,000 shares across platforms.

Challenges and Solutions:

Challenge 1: Regional Competition

• Issue: Increased competition from other dealerships targeting Southern Ontario.

• Solution:
  • Differentiation: Emphasized AutoPlanet’s unique value propositions, such as the largest inventory and exceptional customer service.
  • Exclusive Offers: Provided region-specific promotions and incentives.
  • Community Engagement: Sponsored local events and initiatives to strengthen brand presence.

Challenge 2: Addressing Regional Concerns

• Issue: Potential buyers had concerns about EV charging infrastructure and maintenance in Southern Ontario.

• Solution:
  • Informative Content: Created guides and maps highlighting EV charging stations in the region.
  • Partnerships: Collaborated with local businesses to expand charging options.
  • After-Sales Support: Offered specialized maintenance packages and support for EV owners.

Challenge 3: Aligning with Regional Regulations

• Issue: Navigating Ontario’s specific regulations and incentives for EVs.

• Solution:
  • Expertise: Trained sales teams on regional policies to assist customers effectively.
  • Content Updates: Kept all informational materials current with the latest regulations.
  • Customer Education: Hosted webinars and workshops on EV ownership in Ontario.

Return on Investment (ROI):

• Total Revenue Generated: CAD 2,250,000 in additional sales attributable to the campaign in Southern Ontario.
• Cost Per Lead (CPL): Reduced by 22% compared to previous regional campaigns.
• ROI Calculation:
  • Total Investment: CAD 750,000
  • Net Profit: CAD 1,500,000
  • ROI: 200%

Conclusion:

The 2024 Native Advertising Campaign focusing on Southern Ontario significantly exceeded AutoPlanet’s objectives. By delivering region-specific content and leveraging advanced targeting techniques, AutoPlanet effectively connected with potential buyers, increased website traffic, and boosted sales conversions in its key market area. The campaign reinforced AutoPlanet’s position as the leading used car dealership in Southern Ontario, particularly in the growing EV segment.