Loading...

Tapad’s Kate O’Loughlin addresses J.D. Power 2016 Automotive Conference

Published: October 26, 2016 by Experian Marketing Services

Cross-Screen Pioneer Explores the Power of Connected Cars as a Vehicle for Customer Engagement

LAS VEGAS, NV — (October 26, 2016) –Kate O’Loughlin, GM of Media for Tapad, addressed the J.D. Power Automotive conference audience today in Las Vegas, NV. With more than 1,400 participants representing every facet of the automotive marketing profession, the conference has become the industry’s leading marketing event.

Bringing the unified, cross-screen perspective to the stage, O’Loughlin discussed the vital role of connected cars in the consumer engagement process. She is a founding member of Tapad which launched the world’s first cross-screen marketing technology in 2010. Tapad was acquired by the Telenor Group early in 2016.

Key points from O’Loughlin’s J.D. Power 2016 address included:

  • The marketers who deliver relevant and engaging content in a privacy-safe setting will be in the strongest position to navigate the proliferation of connected devices, including the connected points in cars.
  • As automakers innovate the technology in cars, marketers need to be prepared for the size and diversity of data available for understanding consumers. It’s going to be increasingly difficult to wade through the data, so now is the time to build a solid framework for understanding the person behind the data.
  • Marketers who evolve — and take a holistic approach — to their campaign measurements will achieve marked improvements in efficiency and an enhanced understanding of their core audiences.
  • Actionable brand engagement metrics like Viewable Exposure Time (VET) will continue to overtake traditional advertising performance metrics. VET evaluates the optimal amount of time an ad is present on a screen to incite consumer action. In early testing by Tapad, campaigns that employ VET see conversion rate performance improvements from 13 to 60%.
  • The consumer-centric technology solutions of the future need to be as scalable as they are affordable.

Learn more about Tapads’ recommended Viewable Exposure Time metric contact us today!

Subscribe to our newsletter

Enter your name and email for the latest updates

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

About Experian Marketing Services

At Experian Marketing Services, we use data and insights to help brands have more meaningful interactions with people. As leaders in the evolution of the advertising landscape, Experian Marketing Services can help you identify your customers and the right potential customers, uncover the most appropriate communication channels, develop messages that resonate, and measure the effectiveness of marketing activities and campaigns.

Visit our website

Subscribe to our newsletter

Stay up to date on the latest industry news and receive expert tips from our marketing experts.
Subscribe now!