Kia Australia invests in adtech to align dealer digital marketing

The quest for marketing alignment and improved campaign execution and efficiency across its dealer network has seen Kia Australia kick-off a digital marketing pilot with home-grown adtech player, Cartelux.

In what has been described as a world-first for Kia, the partnerships sees Kia Australia deploying Cartelux’s centralised digital marketing solution for its nationwide dealer network in order to simplify and automate video ad creation, approval and media buying processes. The platform includes functionality to dynamically personalise creative assets by dealer, while still aligning with centralised brand assets, messaging and guidelines.  

Kia Australia digital marketing manager, Nikolas Souliotis, said the investment was recognition of the need for both Kia and its dealers to be better aligned. The global pilot is a collaboration between Kia worldwide, Kia Australia, Cartelux, Google and select local dealers. Kia has more than 125 dealers nationally.

“For us, achieving success in the digital age is a joint journey involving Kia and our Dealers. The Cartelux platform offers an entirely new playground allowing better marketing alignment across national and local tiers through scalable video and data consolidation,” Souliotis said. “This enables us to see consumers through the same lens and drive better results and greater efficiencies – it’s the future of performance-driven retail marketing.”

Cartelux global general manager, Patrick Doble, said the program is kicking off with digital video advertising using geo-targeting to localise campaigns.

“Kia is one of the world’s most innovative and fastest growing brands,” Doble commented. “The program for Kia will commence with providing digital video advertising, which geo-targets campaigns based on the dealers primary marketing area.”

Initially launched to the automotive industry, Australia-based Cartelux has been building out its solution to suit a range of verticals and has customers including Volkswagen, Nissan, BMW, Lendlease and Stockland. It’s also expanding its geographic footprint, building headcount across Europe and the Middle East.  

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