Multi-Touch Attribution (MTA) has become widely used in the automotive industry for measuring and optimizing the impact of ad spend, yet approaches mainly focus on sales outcomes or behavioral proxies, leaving important factors unaddressed. At Kantar we use Balance Attribution to measure many brand lift components at one time to include brand building and performance marketing where campaigns goals usually compete.
The Automotive industry is unique. Sales are more strongly attributed to advertising exposure effectiveness than frequency by 80%, which is normally the complete opposite in other industry verticals. Additionally, automotive brand lift influencers are richer providing more levers and opportunities to improve ad effectiveness & efficiency. We have also found that more mature automotive brands with higher awareness levels tend to have higher effectiveness levels and larger optimization gains. This allows stronger brands to do more with less, making them more agile in uncertain environments that we are facing now.
While our report specifically compiles a wide-range of automotive client case studies and insights, Balanced Attribution value does not stop there. Balanced Attribution drives automotive advertising effectiveness and efficiencies enabling better short and long-term decision making across all industries. To learn more download our report today.