“Taboola is a powerful native video advertisement to be
included in our media mix for branding campaigns. WithTaboola, we were able to increase brand favorability incountries where we’re already well known, at a pricethat worked for our needs.”- Youngjin Heo, Senior Manager in Global Marketing Team,
Kia

171.43%*Overall Uplift in Unaided
Awareness in US Campaign*200% Uplift for Females,
Ages 18 - 54

26%
AU TO

Kia More Than Doubles Unaided
Awareness in the US and Increases
Completion Rate by 30% in Korea
with Taboola Video Campaign

Increase in Brand Affinity
Amongst Females,Ages
18 - 54 in US Campaign

30%

Increase in Video Completion
Rate with Taboola Retargetingin Korea

COMPANY
Kia’s purpose is to deliver innovative products that inspire
you when you move and deliver convenient and meaningfulservices demonstrating our commitment with everyone’s
most valuable resource, your time.
CHALLENGE
Find a native solution to add to Kia’s media mix in support
of a brand awareness campaign focused on sustainability
and carbon neutrality, with less limitations on the number ofseconds a video would be exposed to a viewer than searchand social platforms.
SOLUTIONWork with INNOCEAN and Wisebirds to launch a
Taboola Video campaign across premium news sites,
online magazines, blogs and other digital properties in theUS and Korea.
RESULTSIn the US, Kia was able to achieve a 171% overall uplift in
unaided brand awareness; 200% for females between
18 and 54. They also increased brand affinity by 26% for
the same audience, and increased video completion rate by
30% in Korea.

Taboola Video Drives Meaningful Brand Recall
Results for Kia in the US and Korea

Introduction
As designers of movement, with the vision to create
sustainable mobility solutions for the consumers,community, and the global society, Kia’s purpose isto deliver innovative products that inspire you when
you move and deliver convenient and meaningfulservices demonstrating our commitment witheveryone’s most valuable resource, your time.
They were born in a place of inspiration, passion andenthusiasm. Their mindset of growth and progress
vibrates among all Kia employees around the world,
who are committed to delivering their brand purposeto you every single day.
INNOCEAN aims to become a global leader bycreating future value through customized total
marketing strategy services. As a global marketingand communications company, they pursue thegreatest value through the realization of innovative
communications based on creative thinking andchallenging spirit.
Wisebirds is an adtech company that provides
campaign optimization solutions for real-time
bidding (RTB) media. In addition, by providing themost suitable ad server and advertisement
registration platform for services with many users
such as Band and Vingle, they provide all solutions
necessary for monetization.

Kia Further Improves Brand Recognition in
the US and Completion Rates in Korea withTaboola Video

Although Kia already has above-average brand recognition in the US
automobile market, Taboola was able to further improve that recall. Kia
was able to achieve a 171% overall uplift in unaided brand awareness.

Kia was looking to increase brand awareness in the United States (US)and video completion rates in Korea. They worked with INNOCEAN tospread awareness of Kia’s sustainability and carbon neutrality initiatives
using Taboola Video. INNOCEAN worked with Wisebirds to determine
which media was best to purchase for the campaign.

In Korea, Kia worked with INNOCEAN and Wisebirds to run a retargeting
campaign for viewers that had completed watching 63-second or
100-second videos, which was successful. Kia was able to achieve
high-quality video views at scale, with a high completion rate, at a relatively
low price. Taboola increased video completion rate by 30% in Korea
for Kia.

Social media and search channels are typically the main focus of Kia’s
digital campaigns, but they wanted an additional native solution that had
less limitation on the number of seconds a video would be exposed toa viewer.
INNOCEAN worked with Wisebirds to run Taboola Video campaigns
in the US and Korea, which would allow them to promote longer video
creatives across premium news sites, online magazines, blogs and otherdigital properties across both countries.
In the US, Kia measured meaningful brand lift indicators using a brand lift
study*, to see whether or not those who watched the Taboola Video could
recall the Kia brand afterwards. To do so, they worked with the Taboola
Creative Shop and Kantar.
The campaign was specifically impactful for females, ages 18 to 54,
26% of whom showed a strong positive affinity for the Kia
brand after watching their ad. Kia saw a 127.27% uplift in unaided
awareness and a 77.24% uplift in online ad awareness with thesame demographic.

*About Taboola’s Sponsored Brand Lift Studies
Taboola offers brand lift studies to some brands and customers looking
to achieve awareness objectives. They provide deeper insight into theeffectiveness of a Taboola campaign by measuring the impact of band
awareness and predisposition metrics. The studies are conducted throughKantar (previously known as Millward Brown), the world’s leading data,insights and consulting company.
Unaided awareness measures the percentage of respondents that areaware of your product or brand without being assisted or prompted withdetails of the brand. Unaided brand awareness indicates a strong brandstrength as customers are aware of your brand without being prompted.