Lincoln Merrihew

Is Trivago Cleaning Up?

Trivago is one of the newer players in the US online travel space and has used TV ads featuring actor Tim Williams. Trivago leveraged that attention by holding a contest, the winner of which got to orchestrate a Tim makeover.

The Automotive Brand and Clicks Connection

For some companies, a website is merely a mechanism to steer visitors toward a purchase. Others see additional value, including serving as an extension of the brand and even as a venue to build brand equity. Millward Brown Digital favors the latter. But which view is correct? Is the connection between brand and website visits evident?

Mercedes Going Down : Millward Brown Digital Original Research

Millward Brown Digital used its automotive behavioral analytics to evaluate Mercedes’ CLA launch based on success generating demand and converting that into sales, as well as interplay with C Class.

Touchdown for Super Bowl Auto Ads? [2014 Edition]

The 2014 Super Bowl has come and gone but hopefully for advertisers the commercials made a lasting impression. Certainly there’s enough ancillary coverage of the ads through the general media rating the ads as well as pre- and post-game exposure in social media. And of course, running ads in the Super Bowl is a notch on the gun for marketing executives and agencies.

JetBlue: Driving Digital Cross-Sells

Airline profitability overall has recovered notably in the past few years. Some of that recovery has come from charging fees for formerly free services. Airlines have also attempted to drive more revenue by capturing a bigger share of consumers’ travel wallets. That can come through selling or facilitating the sale of hotels, rental cars, and complete travel packages.

Automotive 2013: Mixed Market Messages

  In 2013, the US auto industry enjoyed the highest sales in years and this year is poised for growth as well.  But not all brands enjoyed success, and some enjoyed success on only one of the two primary levers needed to drive sales (demand and conversion—Millward Brown Digital’s hallmark metrics).  Demand is measured by the number of in-market shoppers.  These data are drawn from the sweet spot in the

Chevrolet Colorado: Everything a Launch Should Be

Chevrolet is preparing to boldly return to the mid-size pickup truck market with the Chevrolet Colorado (and related GMC Canyon), with the motto “Everything a Truck Should Be.” From one perspective adding Colorado gives the larger Silverado more leeway to move upmarket. From another, sales of Colorado will help GM meet more stringent fleet fuel economy requirements. Either way, the strategy emulates that of Toyota and Nissan (each offering both full-size and mid-size pickups) more than Ford and Ram (full-size only).

Why Ron Burgundy is as Good of a Car Salesman as an Anchorman

“I’d like an ad that works and a tasty BLT.” So might say Ron Burgundy if he was a CMO of a major corporation, including an automaker. In fact, Ron Burgundy (actor Will Ferrell) is staring in several shorts for the Dodge Durango designed to boost interest in “Anchorman 2,” the sequel to the 2004 cinema hit – both starring Ferrell, and generate awareness of and interest in Durango.

Cross-branding: Helping or Hurting Your Return on Investment?

Television and the internet are littered with reality-based shows. “Fast and Loud” is one of the newer programs in the automotive vein. It features two colorful main characters that buy older cars, enhance/hot rod them, and ideally sell them for profit. They’re backed by an entertaining support cast. The show covers the purchase, updating, and sales of vehicles, with enough “dramedy” to add flair.

Using Data to Assess the Ad Effectiveness in the Auto Industry

Automakers want their advertising to be effective but often find themselves torn between trying to build awareness and consideration long-term vs. driving sales right now, today. For the former, they often use Tier I advertising to highlight the features, specifications, and value of a specific model, with the biggest push typically at launch. In contrast, Tier II sales event advertising focuses on the event’s theme, typically presented at the brand level and often feature multiple models.

Trivago—Early Days of the Big USA Push

The recovering travel industry in the USA means more revenue potential and more players interested in tapping into that. One of those is Trivago, based in Germany and started in 2005, and newly penetrating the US. Trivago calls itself a “hotel comparison site” (i.e., meta-search engine) meaning consumers do not book on Trivago but are shown prices from across the web, which in theory allows them a complete view of pricing options before booking.