behavioral data

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.