Automotive marketers risk reducing effectiveness if optimisation is driven too heavily by click-based attribution. That was one of the themes of the Sophus3 webinar “Are your digital and TV campaigns really working?”.
Performance marketing remains essential, but focusing only on short-term return can sideline the brand and model activity that creates visibility and future consideration. The better response is not to stop investing in upper-funnel media, but to measure it more effectively.
The webinar highlighted ITV and Carwow’s Auto Match collaboration, with Sophus3 providing independent measurement that links streamed TV exposure to subsequent automotive behaviour.
Better questions for optimisation
- Which audiences move further into the buying journey after exposure?
- Which actions indicate real consideration rather than simply a click?
- How does media change brand and competitor consideration?
Sophus3’s position is that attribution should help marketers optimise without allowing individual platforms to “mark their own homework”.
