InMarket, a pioneer in real-time marketing and measurement, has introduced its Lift Conversion Index (LCI) tailored specifically for the automotive industry. Known as LCI for Auto, this closed-loop attribution platform empowers automotive brands and dealerships to measure incremental sales and visit lift metrics. By delivering actionable insights, it enables auto advertisers to understand the direct outcomes of their campaigns, such as vehicle purchases and incremental return on ad spend (iROAS).
What Is LCI for Auto?
LCI for Auto connects omnichannel media to real-world purchases, giving brands a comprehensive view of their advertising performance. It enables auto advertisers to:
- Measure Real-World Engagement: Conduct closed-loop studies attributing dealership visits and sales to campaign performance.
- Optimize Media Spend: Make in-flight adjustments to creative, offers, and media strategies for ongoing campaign optimization.
- Enhance Campaign Strategies: Utilize detailed performance insights to refine future campaigns.
- Inform Partner Decisions: Analyze dealership visits, preferred locations, post-impression purchases, and competitive visits to shape market strategies.
Driving Incremental Sales in the Automotive Industry
“Understanding the impact advertising has on driving incremental sales continues to be a top priority for marketers,” said Todd Morris, CEO of InMarket. “This solution brings that powerful capability to auto advertisers nationwide. LCI for Auto not only closes the loop on this high-ticket investment but also ensures every advertising dollar drives shoppers into dealerships and off the lot in the vehicle of their dreams.”
The launch of LCI for Auto represents a leap forward in the way automotive advertisers measure and optimize their campaigns. By connecting ad impressions to dealership visits and vehicle sales, the platform offers unmatched visibility into the effectiveness of auto advertising.
Successful Pilot Program: A Real-World Example
Leading up to the launch, InMarket collaborated with select partners and clients to fine-tune LCI for Auto. Through its Preferred Measurement Partnership with Snapchat, InMarket granted auto advertisers early access to this revolutionary solution.
One notable pilot involved a leading auto manufacturer using LCI for Auto to measure the impact of an SUV campaign. By combining Snapchat’s advertising reach with LCI’s always-on attribution capabilities, the campaign achieved remarkable results:
- Incremental Visit Lift: 31.6%
- Incremental Sales Lift: 24%
- Incremental Sales Revenue: Over $5.7 million
The program also provided valuable insights into top-performing markets and vehicle models, allowing the manufacturer to optimize both in-flight and future campaigns.
“Given the nuanced purchase patterns and hefty price tags associated with auto purchases, measuring campaign success can be complex,” said Katelyn Kroneman, Director of Client Partnerships at Snap Inc. “This pilot showcases the incredible impact of combining Snapchat’s advertising capabilities with InMarket’s real-time measurement solution.”
The Role of S&P Global Mobility
InMarket’s LCI for Auto leverages sales metrics powered by S&P Global Mobility. Their Polk Purchase Signals data includes detailed information about new and used vehicle transactions, MSRP sales costs, and geographic trends across the automotive category.
“The collaboration with InMarket enhances our ability to provide valuable insights into the automotive market while enabling our data to be utilized across diverse media platforms in innovative ways,” said Joe Kyriakoza, Vice President and General Manager, Polk Automotive Solutions at S&P Global Mobility. “Together, we are expanding the boundaries of how automotive brands can measure and optimize advertising efforts, driving greater value for clients.”
Always-On Optimization: A Game-Changer for Advertisers
LCI for Auto builds upon InMarket’s leadership in real-time optimization and actionable insights. The platform’s always-on attribution capabilities ensure that advertisers can:
- Measure the incremental impact of campaigns in real-time.
- Refine media strategies dynamically throughout the campaign lifecycle.
- Drive higher return on ad spend (ROAS) by tying ad impressions directly to transactional data.
A recent study by the CMO Council revealed that brands using always-on attribution and real-time optimization achieve up to 11x greater media effectiveness compared to their peers.
Proven Innovation and Industry Recognition
InMarket’s Lift Conversion Index is a trailblazer in multi-touch attribution. It has received multiple patents for its lift methodology and has earned accolades such as:
- Sales & Marketing Technology Award: Product of the Year
- MarTech Breakthrough Award: Best Advertising Measurement Platform
These honors underscore the platform’s transformative impact on how brands measure advertising effectiveness.
The Future of Auto Advertising with LCI for Auto
As the automotive industry continues to evolve, InMarket’s LCI for Auto offers a powerful tool to navigate the complexities of modern advertising. By delivering comprehensive insights, actionable data, and real-time optimization, the platform empowers auto advertisers to:
- Drive measurable outcomes from their campaigns.
- Make smarter, data-driven decisions.
- Maximize the ROI of their advertising spend.
With LCI for Auto, InMarket has set a new standard for advertising measurement in the automotive industry, enabling brands to turn impressions into tangible results. The future of auto advertising is here, and it’s more data-driven than ever.
