Analysis: How digital automotive campaigns become successful
A study by Teads and Ipsos identifies key elements that can optimize the advertising impact of automotive campaigns - including embedding the vehicle in a story.
Teads, the global media platform, presents comprehensive research results in collaboration with Ipsos. The research aims to better understand the effectiveness of advertising campaigns in the automotive industry and derive optimizations for greater advertising impact. This analysis uses cutting-edge AI technologies from Ipsos and advanced statistical models to analyze the most common and important advertising methods in the world of automotive advertising.
The research makes clear that videos that focus less on the vehicle itself and instead embed it in a larger story tend to achieve longer view times. But equally engaging is the presentation of interior features, especially in ads that focus on the purchase decision. In addition, videos with fewer scenes have higher dwell times because less cognitive effort is required to understand them.
Generous camera shots
In terms of design, we can see that generous camera shots that convey a sense of freedom and movement are compelling. The use of color contrasts, such as blue and orange, makes videos more appealing and leads to a longer viewing time. Videos that use dark colors may have a shorter viewing time due to low contrast, but adding a lighter element can have a significant effect.
Prominent display of the brand logo and name is also critical, as it grabs the audience's attention and provides a strong anchor point. When brand partners are included in the videos, the video's message should be structured to avoid confusion and promote understanding.
