Automotive Vertical Snapshot

Tuesday, 28 March, 2017
Registration: 8:30am Event: 9:00am - 12:00pm
IAB UK Events and Training Space, 14 Macklin Street, London, WC2B 5NF
IAB Member: FREE
IAB Non-member: £120 +VAT
Advertiser: FREE
The automotive sector is the 3rd highest spender in digital, according to the IAB / PwC UK Digital Adspend Study – H1 2016.

Purchasing a car is a very big, expensive and personal decision. Consumers need, and want to explore lots of options to make sure they get exactly what they are looking for.  

Digital has brought a whole new experience for the consumer purchase journey, and for the automotive sector, marketers can use digital tools to help drive those sales. With all the methods we have to hand such as social, video, content, search, and the up and coming VR, the reach can be huge and the targeting precise.  

In this seminar you’ll hear from experts in the industry about automotive in the digital world.

Jessica Maurer
Lara Izlan
Auto Trader
Rosie Lowrie

9:00am - 9:10am Introduction

Anna Randles, Senior Event and Training Manager, IAB UK

9:10am - 9:30am The Future of Car Ownership

Rapid digital and technological advancements driven by Silicon Valley are accelerating the pace of change in our industry – but what does the consumer think? The Auto Trader Market Report surveys 3,000 car buyers to explore their views. Can they really see a point in their lives where they won’t need or even want to own a car – or is there something more intrinsic about driving that could inhibit change? Lara Izlan, Director of Commercial Platforms & Operations at Auto Trader will showcase key learnings for automotive brands, manufacturers and advertisers. 

Lara Izlan, Commercial Platforms & Operations, Auto Trader

9:30am - 9:50am Understanding the automotive "user-choosers" : Corporate cars, at the crossroads between work & home

45% of car purchases in Europe are triggered by a professional reason. LinkedIn will share unique automotive insights and research on the buying process of corporate cars in Europe, including:

  • Who are these 'user-choosers'?
  • What are the triggers that drive these purchases?
  • Which criteria and stakeholders influence user-choosers in their decision?
  • What kind of content resonates with them? Including best class automotive examples

Rosie Lowrie, Account Director, LinkedIn

9:50am - 10:10am 360 Auto-Mobile Analytics

In this session, Ogury will present exclusive insights into the latest r-evolution of mobile data. It will start with an introduction into true mobile data and its disruptive power for the automotive industry, as well as the automotive customer journey (new clients). Afterwards the speaker will take attendees on a journey through the automotive mobile landscape of the UK, with Ogury’s proprietary insights into the engagement of end users with the UK’s automotive brands in Q4 2016 on their mobile devices, via web browsing and apps; For example analysing user behaviour before installing an automotive app or visiting the brands website. This is followed by case studies highlighting how some of the biggest global automotive brands are using 360 mobile analytics to inform their advertising and marketing strategies. The session will conclude with further best practices how automotive brands can enrich their advertising and marketing with mobile data and increase efficiency and effectiveness of their campaigns.

Adam Rubach, VP of UK and International Sales, Ogury


10:30am - 10:50am Driving performance through the power of imagery

The rise of the visual web has led to a huge change in how users interact with each other and brands. 96% of people that discuss brands online do not follow those brands and visual content is now 40 times more likely to be shared on social platforms, this creates a huge challenge for brands wanting to harness user data. This session will discuss how computer visioning can curate, evaluate and activate this intelligence. We will highlight use cases from across the automotive industry and how this has been applied in real life to improve business performance.

Peter Wallace, UK Commercial Director, GumGum

10:50am - 11:10am Automotive companies should leverage dynamic creative solutions to help engage customers and shift behaviour

Buying a new car doesn’t happen quickly – the customer journey is long and requires big emotional and financial decisions.  Flashtalking will walk through steps of how to leverage dynamic creative solutions to help move those users down the customer journey as smoothly and efficiently as possible. We will have a series of case studies across different brands, showing how to CREATE, ACTIVATE and MEASURE online ads and help drive efficiency and performance.

Jessica Maurer, Sales Director, Flashtalking

11:10am - 11:30am The Anatomy of a UK Auto Shopper

Viant will run through the highlights of their new Anatomy of an Auto Shopper study which delves into the demographics and shopping behaviours of UK car owners in incredible detail.  The study was conducted using our registered user data of 24.5million consumers.  Expect to learn where owners of some of the biggest car brands shop, travel and dine. Attendees can also expect to discover which social media channels influence automotive purchase decisions the most.

Toby Benjamin, VP Platform Partnerships, Viant