Carat Drives Hyundai into Online Campaigning
Carat Fusion announced today an exclusive advertising buyout of Slate.com’s standard interactive ad units on behalf of Hyundai. The objective of Carat’s move is to open Hyundai to the Slate audience of educated decision-makers and online shoppers. As of yesterday, Hyundai was featured in a special home page site treatment on Slate.com, and also took over all standard ad units for 24 hours as part of the online media buy.
Mediapost reports that The exposure included a dissolving homepage treatment, as well as brand presence on a big box, skyscraper, and leaderboard ad units. The buy also included targeted positions on Newsweek.com which, like Slate.com, is part of Washingtonpost.Newsweek Interactive. The creative elements used in the advertising units and home page takeover execution were designed by Click Here
Slate’s media kit posts that of all its visitors, 64 percent are college graduates, 44 percent have an annual household income of $75,000 or more, 96 percent have shopped online, and 40 percent hold a professional or managerial position.
This creative media buy follows a new eMarketer study estimating that automakers will nearly double their online ad spending over the next two years. The study projects online ad spending in the auto category to rise to $2.7 billion in 2007, up from $1.4 billion last year.
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