How Edmunds spent $12.6M on native advertising to drive measurable ROI

Wed, 22 May 2019 16:12:20 +0000

Founded in 1966, Edmunds is a one-stop online resource for automotive information including car prices, dealer inventory listings, national incentives database, and vehicle comparisons. Using images, videos, news articles, blog posts, and discussion boards, the company caters to users looking to learn more about SUVs, sedans, minivans, wagons, trucks, luxury cars, coupes, crossovers, electric cars, and hatchbacks.Over the years, Edmunds has launched: a free online magazine for auto-enthusiasts, Car Week—a week-long event to connect car dealers with customers, a True Market Value Used Vehicle Appraiser that displays the actual transaction prices for used cars, and a hackathon event called Hackomotive to invite new ideas to scale the company. In their first-ever TV commercial that aired in 2012, Edmunds introduced the character of the ‘Car Head’—a company representative with a car for a head—who encourages consumers to avoid haggling with car dealers by using the company’s ‘Prime Promise’ tool to compare vehicle costs to secure the best deals. According to Datalogix, 59% of U.S. car buyers use Edmunds while making a purchasing decision, and more than half of their website visits actually result in a conversion.Let’s take a closer look at their overall advertising strategy: Ad Spend and Ad Networks In the last 6 months, Edmunds has spent a whopping $12.6M on online promotion of their brand, with the majority being dedicated to Outbrain ($11.6M), content distribution and native advertising platform. Additionally, Taboola ($735.2K), Direct Buy ($87.5K), and Yahoo Gemini Native ($79.7K) are also advertising networks that they’ve invested in. By comparison, Kelley Blue Book (KBB), a direct competitor to Edmunds, also invests heavily in native advertising with an ad spend of $9.5M on Taboola and $1.9M on Outbrain for the same time periodAlmost 99% of their ads are native—most of which run on mobile devices and have a 406% chance of a higher click-through-rate (CTR) than banner ads. Why, you ask? Simple! Banner ads are intended to show up at a designated place. On small screens, this can often interrupt the surrounding messages and in turn, the overall user experience of the platform they’re displayed on. On the other hand, native ads tend to blend in with the look, feel, and style of the website; and offer a distraction-free value proposition to the consumers. In an attempt to close intrusive ads, most people end up accidentally clicking on them—which is fairly understandable, keeping in mind the touch screen nature of smartphones. On the contrary, the clicks on native ads are a result of genuine interest and have a higher chance of a conversion. Publishers From the very beginning, Edmunds has stuck to advertising with the same publishers—CNN ($1.5), Rolling Stone ($980.9K), ESPN ($617.6K), The Hill ($393.7K) and Daily Caller ($379.7K). They’ve also advertised with The Verge ($334.7K), SBNation ($331.6K), Politico ($307.9K), Fox News ($298.4K), and Curbed ($252.1K). Quick side note: Kelley Blue Book uses more or less the same publishers as Edmunds. CNN ($256.2K), Slate ($245.3K), NBC News ($222.1K), Android Central ($219.1K), and NBC Sports ($186.1K) have been their top publishers in the last 6 months. On CNN, the ads appear largely on the homepage and on posts that fall under the ‘tech’, ‘business’ and ‘success’ category. One can assume that these pages get reasonable traffic, which explains why most of Edmunds’ ads have been running on and off with the same publishers for more than 600 days.

What is Native Advertising and why is it so effective?

Wed, 05 Sep 2018 20:04:15 +0000

According to an Adobe survey, 45% of respondents had no desire to view ads. The main reason? Most ads are intrusive. People get hit by an average of 5,000 ads per day! After a while, they just become blind to those ads.

Native advertising solves this huge psychological challenge of intrusion. These are ads that are designed to blend into the natural content of a website. The automobile and travel industries are the top industries using native advertising.

Native-Advertising on Adbeat

How Edmunds spent $12.6M on native advertising to drive measurable ROI

What is Native Advertising and why is it so effective?