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Maserati looks to targeted TV ads to find rich car buyers

By June 4, 2018No Comments
Big question: Did you buy a Maserati last year? If so, then you purchased one of the 7K that were sold domestically in 2017.

Quick math:
1) U.S. TV households — 119.6M
Maserati sales — 7K
Households / Maseratis sold — 17K

Only 1 out of every 17K U.S. households bought a Maserati in 2017 and yet addressable advertising allows them to effectively advertise on television/digital.

This is why both addressable and advanced TV advertising holds so much promise.

Quote from Mike Biscoe — GM for Great Britain region @ Maserati:
“If Maserati were to try and run a traditional TV campaign, then we would probably end up wasting something in the order of 95 percent of the investment… It’s either addressable TV or nothing because I can’t afford to go broadcast. If I had an infinite marketing budget, then I could afford to wait to get payback over 15 years. The power of TV as a creative medium is undeniable, but it’s something which hasn’t been cost-effective for us in the past.”

Huge market for targeted advertising: Morgan Stanley recently estimated that YouTube would be worth $160B if it were a stand-alone company.

PSA: YouTube is now worth ≈ 100X the original $1.65B that Google purchased it for back in 2006.

More #1: Live, scalable, addressable, ad-supported TV by 2024

More #2: TV Is on the Cusp of Radical Reinvention

More #3: How Data Will Come Into Play in OTT Advertising

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.