Eager to use cinema, roadside media: Angela Zepeda, CMO, Hyundai, US

Day 2 of the DPAA Video Everywhere Summit 2020 began with a session on the theme: ‘How the Auto Industry Utilizes Today’s Media Options?’, addressed by Angela Zepeda, Chief Marketing Officer – Hyundai and Paul Woolmington, CEO – Canvas. The session was chaired by Barry Frey, President & CEO, DPAA.

An OOH loyalist brand marketer, Angela Zepeda confessed that their marketing spends were halted during the Covid-19 hit months – April, May and June. However, brand didn’t go media dark during those days.

“It wasn’t easy to cut down marketing but we are getting our marketing spends back in Q3 and getting back our share of voice,” she articulated.

She also added that cinema and roadside media are two critical components in their marketing mix and they are eager to come back to those touchpoints.

Handling the media account for Hyundai, Paul Woolmington, CEO – Canvas that handles the media account of Hyundai, highlighted the importance of DOOH. “The market was moving towards DOOH prior to Covid-19. DOOH has taken the forefront with the capabilities such as personalisation and contextual advertising. The investments made in the technology will continue the momentum in the long run. It is a critical element in the advertising ecosystem as it is the right platform to target audience.”

With regard to the audience metrics, Paul said it is essential to have data more than just eyeball counts. Nonetheless, it is good to know that brands consider advertisings spends not just on the basis of cost but also as per the factor of driving the business.

On this Angela added, “It is important for us to know the footfall increase at the dealership stores through DOOH through metrics.”