#128: Genesis Motor America Case Study
Play it out with our Last Media Dollar experimental game
Before you dive into our fun case study, we have a new Season 2 podcast episode for you. Our chat with Brian Wieser positioned the open web as a surprisingly resilient sector, albeit not growing on a relative basis. Check it out on Spotify or Apple.
Genesis Motor America Case Study
You are just like Amy Marentic, the newly appointed Chief Marketing Officer of Genesis Motor America. Genesis is relatively new compared to established incumbent brands like Mercedes-Benz, BMW, and Lexus. To break through, you’re analyzing the data and working on a growth strategy to reach a largely untapped demographic: Women.
Your challenge: Raise brand awareness and capture market share in the highly competitive U.S. luxury auto market.
Guidance: To guide your thinking, your mission is to play the Last Media Dollar game. As you make choices, consider how different channels align with Genesis’s brand positioning, consumer perceptions, and the behaviors of this target demo.
Interesting match-ups that make you think…
You will no doubt arrive at perplexing choices as you experience various matches. For example, what if your last media dollar had to go to Amazon Retail Media vs. Open Web Direct presents an interesting case.
At first look, one might default to Open Web Direct, which is defined as:
Ad spend on website display inventory such as banner ads and in-stream or out-stream video bought directly on a guaranteed reserve basis or programmatic guaranteed via a DSP.
On the other hand, with Amazon Retail Media, you can target females looking for car air fresheners. Maybe they are dreaming about a new car with a real new car scent, or maybe they click through to Amazon Auto and check out the new Genesis GV80 Luxury SUV.
Media choices also factor in a cost vs. reach trade off. For instance, if Open Web Direct on premium sites costs $10 CPM vs $5 CPM for Amazon, you’d double your impressions with Amazon and perhaps get a better probability of attention.
You’ll come across several matches that make you think twice. That’s the point. More importantly, you end up asking questions that you probably never asked yourself before the money gets spent, but you should.
Special thanks to AdExchanger for the inspiration!
Stay Tuned
We’ll follow up with a few stunning visuals and game analysis after we get enough gameplay.
Disclaimer: This post, and any other post from Quo Vadis, should not be considered investment advice. This content is for informational purposes only. You should not construe this information, or any other material from Quo Vadis, as investment, financial, or any other form of advice.