E12. The Ken Hein Show
Hyundai has had some big successes this year. The company just reported strong sales based on new vehicle launches and refreshes of some of its iconic models. One of the aspects that ignited these sales, and the marketing campaigns behind them, is effective media spending. Not so long ago buy media for auto companies was pretty rote. You know those TV ads of cars winding down scenic roads. These days, well, not so much. With millennials commanding more spending power and Gen Z not far behind, the mix has changed. Plus, there was that pandemic thing. CTV is all over the place. You name it. However, you slice it media buying is different.