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Video Views Captured in 10 Minutes: Lexus, the News Feed, and Rich Media Advertising

Autos and ads

Meet the Goliath of the ad world: auto manufacturers. Advertising research firm Borrell Associates predicted that auto ad spending would reach ~$31 billion by the end of 2012, and continue to trend upward this year. But what’s more impressive than the total spend on auto ads is the massive shift in ad dollars from traditional media to digital channels, with 90% of the increased spending going to digital over broadcast.

Leading consumer brands are utilizing Social Rich Media ads in the Facebook News Feed. The results from campaigns created on the Moontoast platform point to substantial social ROI, including significant revenue increases of more than $100,000, purchase conversion rates of over 25% and lead generation conversion rates of more than 70%. Lexus, the luxury automotive brand, is among the leading social advertisers using Social Rich Media to drive strong fan engagement, product awareness and purchase intent in new car models.

Social Rich Media ads facilitate and encourage user engagement by allowing that engagement to occur directly within the News Feed

Video Views Captured in 10 Minutes: Lexus, the News Feed, and Rich Media Advertising image Lexus image 1

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Pioneering this opportunity for the auto industry, Lexus and their ad firm Team One joined the ranks of successful social companies with their recent three-part campaign (see parts I and parts III here) launching their new 2014 IS and IS F Sport models. The campaign created social engagement opportunities to promote all campaign stages from pre-show buzz, to a live-stream unveiling of the models at the auto show, to an interactive social catalog post-show.

Phase 1: Building pre-show buzz

Video Views Captured in 10 Minutes: Lexus, the News Feed, and Rich Media Advertising image Lexus image 2

A week before the Detroit Auto show unveiling of their new models, Lexus began posting Social Rich Media ads to Facebook that offered a sneak peek of the new car with an ability to RSVP for the upcoming live reveal or sign up for email notifications. This rich media app garnered a great deal of attention, while also serving as a lead gen module through email collection – and it all happened in-app, in the Facebook News Feed.

Phase 2: The live-stream reveal

Building on the pre-show buzz, Lexus then delivered a live-stream Social Rich Media ad natively in the Facebook News Feed, allowing fans to watch the live-unveiling of the IS and IS F Sport models directly through Facebook on their mobile or desktop devices. Lexus became the first auto maker to offer a native, live-stream unveiling in the Facebook News Feed, and the results paid off. The live reveal captured over 100k views in 10 minutes.

Phase 3: An interactive post-show brochure

Using Social Rich Media, Lexus allowed fans to browse and engage with an interactive brochure within the News Feed, creating further value after their live-stream car unveiling

Video Views Captured in 10 Minutes: Lexus, the News Feed, and Rich Media Advertising image Lexus image 3

Brochures have been the bread and butter of detailing car specs for years, and digital brochures have become an industry standard. Following their live unveiling, Lexus took digital brochures a step further by using Social Rich Media advertising to offer a fully interactive brochure on Facebook. Fans can learn about the new model specs, browse images, view videos, and more, effectively keeping them engaged after the excitement of the unveiling.

Campaign outcome

The result? Lexus became the first ever auto manufacturer to live-stream a car unveiling in the Facebook News Feed, topping 100,000 views within ten minutes, and surpassing 600,000 views within a few days. Viewership greatly exceeded Lexus’ attempt to live-stream the year before – a feat Lexus Marketing Director, Brian Bolain, attributes to the News Feed placement, saying “The News Feed is why we got so many people to see it live, and it was a game changer.” Social Rich Media advertising allowed Lexus to effectively reach their fans across both desktop and mobile platforms, increasing their total exposure and engagement.

Trailblazing the automotive path to social success

Along with most industries, auto manufacturers face increasing pressure to deliver measurable advertising returns with positive ROI. Digital, and in particular, social, will enable the measurement and attainment of advertising ROI, and Lexus currently leads the auto manufacturing pack. Whether the goals center on the top or bottom of the funnel, Social Rich Media advertising allows companies to reach consumers on their own ground to maximize impact.

Check in soon for our complete guide to social advertising, and learn from the pros now with Top Social Engagement Lessons from JetBlue, Zappos, Fab.com and Kirkland’s.

What do you think the future holds for social advertising? Connect with me in the comments below or on Twitter.

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