For the past year-and-a-half, Fiat Chrysler Automobiles brands have dabbled with native advertising on Yahoo that’s optimized for its various digital magazines and apps.
In the latest part of this ongoing effort, Jeep went after travel enthusiasts and tech lovers in a 2015 Grand Cherokee digital video campaign.
The automaker placed sponsored native videos within Yahoo’s 13 digital magazines such as Yahoo Travel and Yahoo Tech. The native video approach is key because it ensures that the ads fit naturally with the surrounding content and doesn’t force consumers to leave the page they’re currently on.
The campaign began this summer and ran through the fall.
Jeep wanted to reach “light TV viewers” with the 15- and 30-second ads, which also appeared on the Yahoo homepage. After people watched the videos, Jeep followed up by asking them to view local inventories, sign up for more updates or configure their own vehicles.