WHAT MAKES CAR ADVERTISING DIFFERENT?

On Wednesday, we were at the Magnetic Motors Briefing, where some of data on the power of context was being presented. But it got us thinking about what makes car advertising special. So we’ve put together a short report about the idiosyncrasies of car advertising, which can be downloaded below.

We know that attention is finite, rare and valuable. But how do you act on these insights? Lumen has embedded our predictions into Avocet, the innovation DSP, allowing you to identify and invest behind ads that are likely to get looked at as they become available.

And attention pays. Ads that pass our ‘effective attention’ threshold are significantly likely to convert to sales. We’ve written up our findings in an exclusive feature with Campaign which can be found on our website.