Here is an example of GMC making an attempt to influence car shoppers (who are currently researching the Jeep Grand Cherokee) to consider the GMC Envoy instead. (In automotive marketing, we call this conquesting at the model level.)

Example: GMC Envoy conquesting Jeep Grand Cherokee

Stage 1: Consumer visits new Jeep Grand Cherokee model page(s) in Jumpstart’s Auto Channel.

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Stage 2: Two weeks later, consumer visits FoxNews.com, a Jumpstart distribution partner, and is served a GMC Envoy ad.

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Although response based on click-rate will not likely yield great results, if a small number of car shoppers actually add the Envoy to their consideration set it was a worthwhile investment.

Note: Consumers are typically in-market for a vehicle for eight to 12 weeks. Similarly, consumers looking for a plasma screen TV average three months of consideration.

Next: How BT enables conquest ads