As the Summer winds down, auto manufacturers are looking to clear their lots to make room for next year’s models. Some new models are already launching which means sales for consumers, and increased ad spend for the manufacturers. Ford is no exception, promoting their Sumer Sales Event in addition to new 2018 F-150 truck models.
How has Ford been divvying up their ad budget rounding out the Summer? See below for spend breakdowns by device-type as well as competitive comparisons. To download the entire Brand of the Week Report detailing Ford’s display strategy over the last thirty days, click here.
Digital Strategy Split Between Display & Desktop Video
Ford has demonstrated a mixed digital strategy over the last thirty days, with 52% of digital spend going to desktop/display placements and 37% being directed to desktop video placements. The remaining 11% of Ford’s spend was split between mobile display and mobile video.
This is reflective of their digital strategy year-to-date, with desktop video barely edging out desktop display placements. The biggest spike for desktop video was in January following the New Year to promote sales around that time. Recently, desktop activity picked up going into the Summer to be their top purchase channel over the last thirty days.
Direct Buys Fueled Desktop Display Buying
Ford’s desktop display spend was almost entirely direct over the last thirty days, with under 5% going to Google AdX + AdSense, Rocket Fuel, Jumpstart Automotive, and Complex Media. As for impressions, direct buys resulted in 82% of Ford’s display impressions during that same timeframe. The auto manufacturer’s creatives were detected on an average of 160 desktop sites per day over the last thirty days, gaining an average of 5M daily impressions.
The top site targets for Ford’s direct deals were AOL, Edmunds, NHL, The Car Connection, and Motor Trend. AOL took the lion’s share of Ford’s desktop display spend, raking in 46% share and yielding about the same percentage of impressions for the brand.
The Pathmatics Advertiser Comparison tool allows us to see exactly which sites competitors are targeting, that Ford is not. Compared to other American automakers that are also spending enough on desktop display to rank in the top ten for the category, Chevrolet is outspending Ford by over two times.
Here’s a look at desktop display sites that both Chevrolet and Jeep are spending on, that Ford is not:
See Ford's Full Display Advertising Strategy [Free Report]
To see exactly how Ford has been spending their display budget over the last thirty days, including top sites and programmatic spend, download the latest Brand of the Week report below.