Nissan chalks up initial iTunes Radio success to targeting
October 8, 2013
ITunes Radio pays off for Nissan
Nissan claims higher engagement rates with its mobile ads within Apple’s iTunes Radio streaming service because of the ability to target specific groups of consumers.
The car brand is the exclusive automotive advertiser of Apple’s new iTunes Radio. Nissan is using the sponsorship to promote three lines of cars, one of which is the 2014 Rogue SUV, for a pre-launch marketing effort.
“It was perfect for promoting the car because the all-new Rogue goes on sale in six to seven weeks, so the timing for the pre-launch campaign was ideal,” said Josh Clifton, manager of communications at Nissan, Franklin, TN.
“There is a lot of buzz to be the exclusive automotive advertiser, and the ability to target demographics with iTunes Radio was of interest,” he said.
“Whether it’s because of the creative or the targeting, we’ve seen an onset of higher engagement with the ads running in iTunes Radio than what we would see with a similar digital ad.”
The Nissan ads pop up between songs with a full-page ad with copy that targets music listeners.
At the same time, an audio ad points out that because listeners are some of the first users of iTunes Radio, they might also be interested in being one of the first to check out the new Rogue car.
The mobile ads
When consumers click on the ad, they are directed to a microsite within Nissan’s Web site that gives consumers an overview of the new features available.
Although Nissan’s ad does miss the mark on pointing consumers to a Web site rather than a mobile site, the carmaker’s campaign is customized to the iTunes Radio demographic and could therefore be more appealing for a consumer to click on.
The microsite for the Rogue
The Rogue is a crossover SUV that claims to be able to drive 33 miles per gallon of gas on the highway. The 2014 version of the car has been redesigned with a new front end, arches and wraparound tail lights.
In addition to the Rogue, Nissan is also using its sponsorship of the music streaming radio to promote its Note and Leaf vehicles.
For example, during National Plug-in Day Nissan used the sponsorship to promote Leaf, which is an electric-powered car.
The ads for the other two cars are similar to the Rogue ad with audio and full-page ads.
Nissan’s sponsorship of iTunes Radio runs through the end of the year, with the possibility of expanding the partnership with other advertising opportunities.
Drive on mobile
Nissan has been seeing an increase in mobile traffic for quite some time.
Earlier this year, an executive at Mobile Marketer's Mobile FirstLook: Strategy 2013 conference said that 20 percent of digital sales leads come from the company’s mobile Web site (see story).
The company has also run mobile ads within other similar properties such as Pandora, but Nissan’s exclusive partnership with iTunes Radio takes the car brand’s mobile efforts up a notch.
What is interesting about Nissan’s iTunes Radio ads is that the company credits the reported jump in engagement specifically to targeting.
“The ability to target is key with Facebook and app targeting,” Mr. Clifton said. “With things like iTunes Radio where we can drill down on targeting people based on social media and music likes, we can more appropriately deliver digital assets to those users based on their demographics.”
Lauren Johnson is associate reporter on Mobile Marketer, New York
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