YOUR CONTENT VEHICLE AWAITS
Let Nativo drive automotive storytelling & research, while increasing brand loyalty
Nativo is uniquely positioned to help auto brands cultivate their content into powerful tools that impact consumers across the auto journey, from awareness to purchase
Lean on us for market trends
Today's auto intenders are increasingly discerning as their needs evolve across lifestyles, preferences, & values, but a strategic content approach can rise to the
occasion for any auto brand
Schedule a Demo
The standard one-way journey has no backtracking at the purchase intent phase. Whereas, the new automotive journey loops back around with an added “reconsideration” phase at the end of the buying cycle due to the decline in brand loyalty. Even at dealerships (most customers visit two to three dealerships), shoppers are reconsidering secondary options if and when their first choice isn’t available.
The auto purchase journey is not a one-way street
Inflation/Budgeting
First Time Buyers
Experienced Buyers
Multicultural
Families
Market/Location
Luxury
Activities
With inflation and supply raising car prices, consumers are being more mindful and careful with their spending, especially for big ticket items. Auto intenders are looking into different brands and models than they originally intended and searching for the best deal possible.
AWARENESS
INITIAL CONSIDERATION
RESEARCH
INTENT
RECONSIDERATION
to drive maximum engagement & ensure reach of automotive audiences when they are in the right mindset
Auto has always been one of our biggest & most successful categories with in-depth strategies for branding and in-market initiatives. Coupled with proven best practices & our proprietary Insights lab, Nativo will measure your audience perception & uncover the impact of your content program to inform future initiatives
Connect Your Content to Outcomes
Leverage our premium & contextually relevant network
We know automotive
Have no brand loyalty. 56% of Gen Z and Millennial car buyers are purchasing their first car this year. Because these shoppers are new to the car buying experience, 80% reported the most important element is being able to take their time and understand their options before making a decision. This equates to a greater opportunity for a variety of makes and models to be considered. 45% of the potential car-buying cohort will be Millennials in 2025
Older generations or those who have bought multiple vehicles are more brand loyal. Research and advertising have a lesser impact on these customers who’ve likely made up their minds before visiting a dealership so you need to work on upper funnel messaging with them that captures their attention before they start searching for a car.
Multicultural consumers are increasing their automotive purchasing power and consider more auto brands on the path-to-purchase, meaning a brand can come into consideration for them at any time in the auto purchase journey. These audiences appreciate authenticity, diversity, and representation amongst a brand and their messaging and is a factor in their purchasing decisions. Messaging these consumers in other languages in addition to English will also increase consideration.
Families have a lot going on and want an efficient car buying experience and a vehicle that meets their current needs. 39% of parents say they change their car every 3 to 4 years. They care more about safety, family functionality, and price. 62% of parents say they make the family car purchasing decision together. Since they are always on the go, they do most of their research through mobile devices.
Where you live has a large influence on the car you buy. Whether it be the city or the suburbs, or an area that experiences all four seasons, consumers will need a vehicle that can handle their environment and won’t make it more difficult for them. If their area doesn’t have charging stations, they will probably be less receptive to EV or plug-in hybrid models. Or if a state gives tax kick backs for energy efficient vehicles, that may also persuade consumers in that area. Certain models do well in specific regions for a reason, and if you want to expand to other regions, you have to think about which models you are pushing messaging around and adapt it to that region.
When consumers think of luxury vehicles, the words that come to mind are image based: classy, sleek, beautiful, unique, and cool. 36% of people talked about seats (leather or heated or comfort) and nice interior - by far the largest specific feature that consumers associate with luxury vehicles. The bulk of the rest are all about technology - self-parking, automatic, bluetooth, technology, screens, etc. Inspiring and desirable vehicle content is what is needed to speak to luxury consumers.
Those who have active lifestyles and hobbies that are a significant part of their lives need a vehicle that accommodates that. From camping to off-roading to surfing to playing hockey, all of these consumers are looking for vehicles with specific features like 4WD/AWD, large cargo/trunk space, easy folding or removable seats, easy to clean interiors, etc. Visuals that show these features in action with corresponding activities will resonate with these consumers.
Inflation/Budgeting
First Time Buyers
Experienced Buyers
Families
Market/Location
Luxury
Activities
Consumers remember brands that align with their lifestyle, current life stage, and things they care about. This stage in the journey is all about getting out of a traffic jam and capturing your audience’s attention with unique and original content.
At this stage, consumers heavily rely on multiple pieces of educational content (around design, performance, features, safety, range, price, etc.) and credible reviews. They start looking into types of vehicles & narrowing down brands / models.
This is no time to take your foot off the gas. Stay present throughout the journey, especially as you approach the reconsideration loop. Many auto intenders might hit pause in their search due to frustration or get cold feet due to this being a big ticket item. Utilize continual educational and influential content to get them back on track, capitalize on competitors, and fall back in love with the brand.
Strategic storytelling & partnerships are essential for this stage. Consumers want to be inspired and feel something about an automotive brand before they even start to think about which specific model.
In-market auto intenders have narrowed down their choices to a select few and begin building out their ideal vehicles and looking for locations that have inventory and to do a test drive. Anything that can help them narrow down their choices will be crucial in this stage (such as positive reviews on services for vehicle maintenance, sales events, 3rd party comparisons, recent awards, home delivery, and more).
Hover over to learn more
Native advertising bridges the gap between awareness & purchase seamlessly
of car shoppers conduct online research before visiting a dealership
visit the manufacturers’ brand site in early stages of research
92%
9%
spent researching, shopping, and purchasing a vehicle by the average car buyer
15 hours
2x
Greater Purchase Consideration
(vs brand site)
5.4 x
Reach of In-Market Auto Intenders across web
(vs 1-10% of individual endemic pub)
98%
We place your stories where your audiences are
& you benefit from premium environments that elevate your brand by association
And now that you’ve got their attention, keep their attention with unique stories providing a personalized experience for different audiences and their specific needs
Different types of content strategies work for different audiences
AUDI
AVG TIME ON CONTENT
96% above benchmark
0:20s
4.6%
CTA RATE
73% above benchmark
Audi wanted to build excitement for the E-Tron test drive opportunity as part of its holiday campaign and extend their efforts from a social-first campaign into native distribution at scale.
90%
Lexus
ABOVE BENCHMARK AVG TIME ON CONTENT
Team One x Lexus approached Nativo to reach the adventurous, influential and competitive audience of the IS 500 vehicle. Nativo built out a narrative that organically weaved in IS 500 vehicle features and License to Thrill messaging into a visually and topically engaging Canvas experience
37%
ABOVE BENCHMARK CTA RATE
42%
Mazda
ABOVE BENCHMARK CTA RATE
Curated Quotes helped position a model’s performance features top-of-mind. Leveraging Curated Quotes effectively drove time spent showing that interest in the model’s performance features have increased since the vehicle’s reveal.
37%
ABOVE BENCHMARK AVG TIME ON CONTENT
5x
Honda
GREATER CONVERSION RATE
(Native RTG vs. Display)
This top 10 auto manufacturer wanted to increase awareness of their winter sales event and drive various onsite actions. Consumers from both the Native Article and brand’s site were remarketed with native and display ads that drove to the advertiser’s winter sales page. Nativo’s full-funnel approach outperformed display retargeting.
3.89%
CTA RATE
56% above benchmark
9.91%
VISIT FLORIDA
CTA RATE
Visit Florida set out to drive travel consideration & interest during high peak seasons. Visit Florida leaned on Nativo to curate enhanced content with headlines that spoke directly to travel intenders who were looking for warmer weather. As a result, qualified audiences considered Florida for their next opportune adventure.
Nativo is a proven partner for auto brands to connect content to outcomes
“Our partnership with Nativo for the Lexus IS500 launch campaign proved to be both effective and efficient in driving upper funnel engagement metrics and site traffic. The Native Canvas unit was especially impactful for visual storytelling as we were able to incorporate our IS500 docufilm and high impact assets. Overall, our experience in partnering with Nativo was seamless from both a planning and execution process.”
ASSOCIATE MEDIA DIRECTOR, TEAM ONE
"We were able to collaborate with Nativo & Miles Partnership to transform our existing content into fully integrated native formats […] to elevate our brand presence. Our content distribution strategy proves to be both effective & efficient in boosting engagement, quality website traffic & arrival lift throughout all regions of Georgia."
CHIEF MARKETING OFFICER
GEORGIA DEPARTMENT OF ECONOMIC DEVELOPMENT
Testimonials
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“Our partnership with Nativo for the Lexus IS500 launch campaign proved to be both effective and efficient in driving upper funnel engagement metrics and site traffic. The Native Canvas unit was especially impactful for visual storytelling as we were able to incorporate our IS500 docufilm and high impact assets. Overall, our experience in partnering with Nativo was seamless from both a planning and execution process.”
ASSOCIATE MEDIA DIRECTOR
TEAM ONE
Nativo is trusted by organizations just like yours
Testimonials
You can’t cater to everyone, so dig deeper into the stories that matter for specific market segments
Native advertising bridges the gap between awareness & bookings like nothing else can
We place your stories where your audiences are
Lift in visitation intent
(vs DMO site)
3~5x
Higher Time Spent on Content
(vs DMO site)
2x
Reach of In-Market Auto Intenders across web
(vs 1-10% of individual endemic pub)
98%
& you benefit from premium environments that elevate your brand by association
But now that you’ve got their attention, keep their attention with content personalization.
SCHEDULE A DEMO
SCHEDULE A DEMO
schedule a demo
The standard one-way journey has no backtracking at the purchase intent phase. Whereas, the new automotive journey loops back around with an added “reconsideration” phase at the end of the buying cycle due to the decline in brand loyalty. Even at dealerships (most customers visit two to three dealerships), shoppers are reconsidering secondary options if and when their first choice isn’t available.
Tap to learn more
The auto purchase journey is not a one-way street
AWARENESS
INITIAL CONSIDERATION
RESEARCH
RECONSIDERATION
RECOMMEN-DATION & VALIDATION
Consumers remember brands that align with their lifestyle, current life stage, and things they care about. This stage in the journey is all about getting out of a traffic jam and capturing your audience’s attention with unique and original content.
Strategic storytelling & partnerships are essential for this stage. Consumers want to be inspired and feel something about an automotive brand before they even start to think about which specific model.
At this stage, consumers heavily rely on multiple pieces of educational content (around design, performance, features, safety, range, price, etc.) and credible reviews. They start looking into types of vehicles & narrowing down brands / models.
In-market auto intenders have narrowed down their choices to a select few and begin building out their ideal vehicles and looking for locations that have inventory and to do a test drive. Anything that can help them narrow down their choices will be crucial in this stage (such as positive reviews on services for vehicle maintenance, sales events, 3rd party comparisons, recent awards, home delivery, and more).
This is no time to take your foot off the gas. Stay present throughout the journey, especially as you approach the reconsideration loop. Many auto intenders might hit pause in their search due to frustration or get cold feet due to this being a big ticket item. Utilize continual educational and influential content to get them back on track, capitalize on competitors, and fall back in love with the brand.
Today's auto intenders are increasingly discerning as their needs evolve across lifestyles, preferences, & values, but a strategic content approach can rise to the occasion for any
auto brand
Lean on us for market trends
Those who have active lifestyles and hobbies that are a significant part of their lives need a vehicle that accommodates that. From camping to off-roading to surfing to playing hockey, all of these consumers are looking for vehicles with specific features like 4WD/AWD, large cargo/trunk space, easy folding or removable seats, easy to clean interiors, etc. Visuals that show these features in action with corresponding activities will resonate with these consumers.
Activities
When consumers think of luxury vehicles, the words that come to mind are image based: classy, sleek, beautiful, unique, and cool. 36% of people talked about seats (leather or heated or comfort) and nice interior - by far the largest specific feature that consumers associate with luxury vehicles. The bulk of the rest are all about technology - self-parking, automatic, bluetooth, technology, screens, etc. Inspiring and desirable vehicle content is what is needed to speak to luxury consumers.
Luxury
Where you live has a large influence on the car you buy. Whether it be the city or the suburbs, or an area that experiences all four seasons, consumers will need a vehicle that can handle their environment and won’t make it more difficult for them. If their area doesn’t have charging stations, they will probably be less receptive to EV or plug-in hybrid models. Or if a state gives tax kick backs for energy efficient vehicles, that may also persuade consumers in that area. Certain models do well in specific regions for a reason, and if you want to expand to other regions, you have to think about which models you are pushing messaging around and adapt it to that region.
Market/Location
Families have a lot going on and want an efficient car buying experience and a vehicle that meets their current needs. 39% of parents say they change their car every 3 to 4 years. They care more about safety, family functionality, and price. 62% of parents say they make the family car purchasing decision together. Since they are always on the go, they do most of their research through mobile devices.
Families
Multicultural consumers are increasing their automotive purchasing power and consider more auto brands on the path-to-purchase, meaning a brand can come into consideration for them at any time in the auto purchase journey. These audiences appreciate authenticity, diversity, and representation amongst a brand and their messaging and is a factor in their purchasing decisions. Messaging these consumers in other languages in addition to English will also increase consideration.
Multicultural
Older generations or those who have bought multiple vehicles are more brand loyal. Research and advertising have a lesser impact on these customers who’ve likely made up their minds before visiting a dealership so you need to work on upper funnel messaging with them that captures their attention before they start searching for a car.
Experienced Buyers
Have no brand loyalty. 56% of Gen Z and Millennial car buyers are purchasing their first car this year. Because these shoppers are new to the car buying experience, 80% reported the most important element is being able to take their time and understand their options before making a decision. This equates to a greater opportunity for a variety of makes and models to be considered. 45% of the potential car-buying cohort will be Millennials in 2025
First Time Buyers
With inflation and supply raising car prices, consumers are being more mindful and careful with their spending, especially for big ticket items. Auto intenders are looking into different brands and models than they originally intended and searching for the best deal possible.
Inflation/Budgeting
Auto has always been one of our biggest & most successful categories with in-depth strategies for branding and in-market initiatives. Coupled with proven best practices & our proprietary Insights lab, Nativo will measure your audience perception & uncover the impact of your content program to inform future initiatives
We know automotive
to drive maximum engagement & ensure reach of automotive audiences when they are in the right mindset
Leverage our premium & contextually relevant network
Connect Your Content
to Outcomes
Nativo is uniquely positioned to help
your travel brand cultivate content into powerful tools that impact travel intenders across the entire travel journey, from dreaming to booking
Let Nativo be your travel guide & help you boost offline & online visitation
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Multicultural
Need a 6th card added above to align with outline
of consumers say the brands they read about influences which cars they consider buying
50%
You can’t rely solely on your brand name anymore
Today, people are less loyal to brands and easily willing to jump to a brand that connects with them and makes them feel something. Those who have spent the time nurturing their customers from the top of the funnel to the bottom consistently with a storytelling approach will be the ones set up for success.
In an age of inattention, brand storytelling is critical to making sure you’re in the consideration set for in-market auto intenders.
Purchase
Once back on track, car shoppers are determined to purchase a vehicle in the near future and get across the finish line. They get their final opinions & figure out their purchase options which fuels excitement and connects keys to owner.
Higher Time Spent on Content
(vs brand site)
YOUR CONTENT VEHICLE AWAITS
INTENT
Once back on track, car shoppers are determined to purchase a vehicle in the near future and get across the finish line. They get their final opinions & figure out their purchase options which fuels excitement and connects keys to owner.
You can’t rely solely on your brand name anymore
In an age of inattention, brand storytelling is critical to making sure you’re in the consideration set for in-market auto intenders.
Today, people are less loyal to brands and easily willing to jump to a brand that connects with them and makes them feel something. Those who have spent the time nurturing their customers from the top of the funnel to the bottom consistently with a storytelling approach will be the ones set up for success.
of consumers say the brands they read about influences which cars they consider buying
50%
spent researching, shopping, and purchasing a vehicle by the average car buyer
15 hours
1
visit the manufacturers’ brand site in early stages of research
9%
of car shoppers conduct online research before visiting a dealership
92%
5x
TRAVEL ALASKA
GREATER CONVERSION RATE
(Native RTG vs. Display)
Alaska told new & unchartered stories that encouraged travelers to think of Alaska as
more than just a cruise destination & reiterated their commitment to responsibility, indigenous heritage, & sustainable tourism impact.
42%
EXPLORE GEORGIA
ABOVE BENCHMARK
CTA RATE
This DMO sought to generate maximum impact with existing content beyond O&O channels that differentiated their state’s offerings from competitors in a saturated tourism market. By scaling repurposed content across Native Article & Stories, Georgia was able to identify engagement lifts from specific audience personas, like Black travelers, RV travelers, & Foodies – indicating unique differentiators.
+54%
ABOVE BENCHMARK AVG TIME ON CONTENT
90%
EXPLORE BRANSON
ABOVE BENCHMARK AVG TIME ON CONTENT
Explore Branson took a full-funneled approach to increase awareness & visitation by engaging users with content focused on the destination’s core activity categories. As the biggest marketing impact comes from investment into niche traveler passions, Branson fully leaned into ‘surprise & delight’ messaging which drove CTAr & CTR lift.
4.31%
ABOVE BENCHMARK
CTA RATE
0:20s
VISIT ST. PETE/CLEARWATER
AVG TIME ON CONTENT
96% above benchmark
St. Pete/Clearwater set out to welcome minority groups, such as LatinX & LGBTQ+ communities through custom content that celebrated diversity. Coupled with strategic data partnerships & intentional content, VSPC was able to boost cross-channel engagement.
4.31%
CTA RATE
73% above benchmark