{"id":1595,"date":"2018-04-09T12:02:00","date_gmt":"2018-04-09T10:02:00","guid":{"rendered":"https:\/\/sensemakers.it\/?p=1595"},"modified":"2026-02-12T12:10:12","modified_gmt":"2026-02-12T11:10:12","slug":"sensemakers-adclarity","status":"publish","type":"post","link":"https:\/\/sensemakers.it\/news\/sensemakers-adclarity\/","title":{"rendered":"Sensemakers \u2013 AdClarity"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

Rubriche AdClarity market review: Volkswagen domina l\u2019automotive. A marzo 41 campagne su 2200 editori.<\/strong><\/h2>\n\n\n\n

Nella seconda puntata della rubrica dedicata all\u2019analisi delle campagne adv, il focus \u00e8 stato sulle attivit\u00e0 della industry automobilistica. Il mese scorso, in Italia, 33 brand hanno attivato 442 campagne digitali, ma le strategie adottate sono state molto diverse.<\/strong><\/p>\n\n\n\n

Nel mese di febbraio oltre 46.000 advertiser hanno pro\u00addotto 216.311 campagne che sono finite su 3.316 editori digi\u00adtali. Il mobile \u00e8 stato la destina\u00adzione privilegiata degli investi\u00admenti display dei brand, mentre per il formato video \u00e8 stato lar\u00adgamente preferito il desktop.
Lo scenario disegnato dai dati di AdClarity, la piattaforma di BiScience, di cui Sensemakers \u00e8 rivenditore esclusivo per l\u2019Ita\u00adlia, restituisce un\u2019idea delle at\u00adtivit\u00e0 pubblicitarie digitali a livello mensile, ma i diversi set\u00adtori merceologici che forma\u00adno questa visione d\u2019insieme agiscono in modo peculiare. Diventa interessante dunque spacchettare gli uni dagli altri, cos\u00ec da interpretare le strategie specifiche di ogni industry. In questa seconda puntata della rubrica di AdClarity, il focus \u00e8 sul settore dell\u2019automotive.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Brande formati<\/strong><\/h2>\n\n\n\n

All\u2019interno della industry auto\u00admobilistica, 33 brand hanno at\u00adtivato 442 campagne digitali. L\u2019attivit\u00e0 pi\u00f9 intensa \u00e8 stata pro\u00adfusa da Volkswagen (41 campa\u00adgne), Volvocars (33) e FIAT (32), con strategie leggermente dif\u00adferenti. Volvocars e Volkswagen hanno diversificato l\u2019acquisto dei formati, mantenendo per\u00f2 una forte concentrazione sulla display rispetto ai video. In ge\u00adnerale, il formato pi\u00f9 acquista\u00adto \u00e8 stato il rich media (65%), in netto predominio su ban\u00adner (11%), testuale (2%) e vi\u00addeo (22%, diviso in 74% pre-roll, 19% post-roll e 7% mid-roll).<\/p>\n\n\n\n

Strategie<\/strong><\/h2>\n\n\n\n

La produzione di campagne di Volkswagen si \u00e8 spiegata su oltre 2200 property editoriali, e solo FIAT \u00e8 apparsa su pi\u00f9 publisher (circa 2300). Volvo, sebbene sia nella top 3 per quantit\u00e0 di cam\u00adpagne attive, ha concentrato la sua presenza su circa 300 editori. Nonostante la maggior parte dei brand abbiano acquistato spa\u00adzi su meno di 700 editori, sono ben 9 i brand che hanno sfrutta\u00adto le inventory di oltre 1000 pu\u00adblisher, con 6 di questi che han\u00adno attinto agli slot di oltre 1500 destinazioni online. Le 3 cam\u00adpagne di Abarth, per esempio, hanno colpito oltre 1700 testate editoriali, le 8 di Alfa Romeo ol\u00adtre 1600. Una grande percentua\u00adle di brand ha scelto di produrre meno di 10 campagne e conte\u00adnerle in meno di 400 destinazioni editoriali, altri marchi (Lancia e Abarth) invece hanno attivato meno di 5 adv, distribuendole per\u00f2 tra oltre 1000 editori. Si nota poi una grossa spaccatura tra i brand che hanno pianificato su meno di 700 publisher (24 su 33) e quelli che ne hanno scelti pi\u00f9 di 1500 (6 su 33). Nello spazio \u201cdi mezzo\u201d si sono posizionati solo 3 marchi.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Publisher e distribuzione<\/strong><\/h2>\n\n\n\n

In questa mole di editori coinvolti dalle strategie pubblicitarie dei brand dell\u2019automotive, \u00e8 Youtube ad assorbire pi\u00f9 campagne. Escludendo la piattaforma di Google, che ormai fa storia a s\u00e9, non salta all\u2019occhio la predominanza di un particolare verticale di riferimento, con i siti di motori che si alternano a quelle di lifestyle, di cinema, di sport, di tec-nologia e generalisti. In molte destinazioni lo share of voice \u00e8 quasi esclusiva di un solo brand, ma c\u2019\u00e8 forte competizione sui portali che pi\u00f9 strizzano l\u2019occhio al b2c, come calciomercato.com, repubblica.it, e su alcuni verticali, come ve-raclasse.it, infomotori.com, kijiji.it e quattroruote.it. Volkswagen ha dimostrato di tenere alta l\u2019intensit\u00e0 delle sue campagne con uno share of voice medio \u2013 per le 15 destinazioni con rilevante sov in cui \u00e8 presente \u2013 del 39%.<\/p>\n\n\n\n

DailyNet (9 aprile 2018)<\/em><\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Rubriche AdClarity market review: Volkswagen domina l\u2019automotive. A marzo 41 campagne su 2200 editori. Nella seconda puntata della rubrica dedicata […]<\/p>\n","protected":false},"author":1,"featured_media":1596,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[6],"tags":[66],"class_list":["post-1595","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-presentazioni","tag-adclarity"],"yoast_head":"\nSensemakers \u2013 AdClarity - Sensemakers<\/title>\n<meta name=\"description\" content=\"rubrica AdClarity dedicata alle campagne adv della industry automobilistica. 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