Automotive brand Jeep has partnered with Yahoo Advertising for a native video ad campaign aimed at driving engagement and exploring ways the brand could engage with digital and mobile consumers in a way that was more than just a repurposed TV spot.

With digital video consumption up by 35 per cent on desktop and 55 per cent on smartphones in the past year, engaging customers with well-integrated video campaigns has become increasingly necessary. These figures prompted Jeep to explore how native video could tell a new kind of story, one that was demographically tailored and seamlessly experienced.

“Jeep has been blazing new trails in the digital ecosystem, and by tapping into native video advertising across screens the brand is increasing both consumer sentiment and purchase intent,” said Brad Piggot, vice president and industry lead for automotive at Yahoo.

“Consumers, whether they currently own a Jeep vehicle, or are exploring our brand for a new vehicle purchase, typically already have built-in expectations and perceptions about what it stands for in their minds,” said Ahed Jendza, digital marketing manager at Jeep. “We need to speak to them in 15 or 30 seconds while providing meaningful content.

“Native video ads provide us with a greater opportunity to engage longer with people, and help us tell a story about an iconic brand.”

By making use of native to provide rich, engaging video content, Jeep was able to achieve a completed-view rate that was 50 per cent higher than automotive industry averages, and with a cost-per-completed-view rate that was 60 per cent lower.