Carmaker MG goes to gym to boost sales, building first party muscle

Industry Contributor 9 Jun 2019 - 2 min read

Carmaker MG goes to gym to boost sales, building first party muscle

By Paul McIntyre - Executive Editor

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Tags: MG, data, marketing, advertising, sales, programmatic, GDPR, DMPs, first party data, cookies

Carmaker MG boosted sales by building audience segments based on third party data and finding results with gym-goers on health and lifestyle sites. As it builds out its own data trove, the brand sees segmentation as a stepping-stone, and is striking second party deals with publishers (Digiday).

Key points

Lacking its own first party data, MG started creating lookalike audiences via Lotame DMP a year ago
Sales increased 80% in third quarter 2018, MG now creating more custom segments
Agency TMWI owns DMP contract, so owns any new data within DMP
Publishers and advertisers using same DMP can use to match data, but harder with separate DMPs
Publishers such as AutoTrader report increased demand for data post-GDPR

MG is typical of those brands lacking deep data sets and wanting a fix. It's also interesting as the discussion continues on Mi3 about contextual versus behavioural advertising that MG found "contextual relevance" with gym junkies on health and lifestyle sites. Behavioural targeting is the new norm today but those marketers who have straddled analogue and digital will recall contextual was all they used to have - and it worked. Are we in a new digital phase of an old analogue cycle?