CTV Transforms Early Touchpoints With Car Buyers: Fords Marla Skiko Beet.TV [Video]

ORLANDO – Automotive brands for decades have been mainstay advertisers on traditional linear television, including over-the-air broadcasts and cable channels. As many cord-cutters and cord-never consumers reach the prime car-buying age, carmakers are embracing newer media channels such as connected television to improve their reach.

“We want to be wherever consumers are spending time. As the rise of streaming grew, so did our interest,” Marla Skiko, global head of media at Ford Motor Co., said in this interview with Beet.TV at the ANA Masters of Marketing Conference.

Because CTV relies on an internet connection, it has greater capability to drive interactions with prospective car buyers and get them excited about visiting a dealer lot.

“Many of the different media companies are thinking of ways for it to become a two-way interaction,” Skiko said. “Moving into commerce, it’s become even more interesting because you’re getting so many…younger audiences, more diverse audiences, and …