Acura TLX Campaign Puts Mobile First With Modular, Vertical Screen Cuts – Forbes

Posted: Friday, April 28, 2017

Given how quickly the advertising world is shifting to a mobile orientation, it’s actually surprising how long it has been taking some of the leading marketers — including automotive brands — to change their games to adapt.

Consider this: The new Acura TV campaign for its 2018 TLX sports sedan is one of the industry’s first to format its video creative to be especially friendly to smartphone screens that typically are viewed vertically. Dozens of images that fill the brand’s frenetic television commercials for the car are layered in and replaced vertically in three panels across a horizontal screen — and are easily isolated as vertical material and slapped fittingly into up-and-down screens.

“We’re launching it big in terms of all media channels but the angle we took was in terms of consumption habits, Ed Beadle, senior manager of integrated marketing for Acura, told me. “We’re showing everything in a vertical format because in terms of the contemporary mindset, it’s mobile first.” He added, “It’s the first time I’ve seen it cut this way overall. That was our strategy from the git-go.”

Acura has “crossed that threshold were 50 percent of our traffic is now mobile, compared with desktop,” he said. Yet, Beadle explained that despite the tsunami of mobile marketing overtaking automotive as well as other verticals in the past few years, his industry hasn’t adapted quickly enough when it comes to producing video creative. “If you shoot traditionally,” he said, “you’re not thinking that way.”

“But with our ads, we’re ready to go. We cut [a panel] and move it and put it into mobile and other ad channels. It creates great web traffic for us.”

Acura is deploying its ads across social and other online channels, and TV spots are to break at the end of May.


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