Case Study: KIA achieves higher brand awareness with Seedtag’s contextual advertising

Contextual advertising proves higher performance vs cookie-based advertising

The automotive manufacturer Kia aimed to promote its new electric Niro EV model in the Netherlands and establish itself as a leader in the EV sector. To achieve this, Kia partnered with the vendor Seedtag on a joint research project to analyze if contextual advertising could be a more effective alternative to traditional cookie-based targeting strategies.

Seedtag implemented a solution that divided campaign impressions equally between cookie-based and contextual targeting groups to directly compare their performance. By leveraging contextual advertising, Seedtag achieved significant results: a 70% view rate for contextual ads (vs. 64% for cookie-based), a 43% increase in brand awareness (vs. 18%), and a 29% higher digital ad recall. This demonstrated the clear superiority of Seedtag's contextual approach for Kia's campaign.

KIA