TEN, Exponential Partner For Curated Video Content Ads

LAS VEGAS — Automotive media company TEN and digital advertising company Exponential Interactive are partnering for a new type of video ad that incorporates curated content from TEN. 

Auto marketers can use this type of ad for a specific vehicle, including editorial product reviews and awards to showcase the cars’ performance. 

To commemorate their relationship, Exponential and TEN: A Discovery Communications Company hosted an event in conjunction with the J.D. Power Automotive Marketing Roundtable.  Megan Neal, TEN’s vice president of social media, discussed how auto marketers can apply TEN’s content to improve their ROI and sell cars.

Research shows that consumers are increasingly moving away from shopping for cars in person and are relying more on online reviews and research to make their purchasing decisions. For example, consumers are now visiting less than two dealerships on average before buying a car. According to Nielsen, there is a 15% lift in purchase consideration for new cars after consumers read third-party expert content.



Exponential reaches more than 700 million users monthly. The Video-Driven Experience Content Amplifier will take curated content and insert it into scalable, and interactive ad units. The ads can use a variety of formats including live stream and 360-degree video. 

TEN: A Discovery Communications Company, an automotive media company, is among one of the first media partners for Exponential’s new VDX Content Amplifier offering. TEN offers unbiased content from brands like Motor Trend, which has its own YouTube channel with hundreds of videos and over 5 million subscribers. Auto marketers can tout specific awards associated with different makes and models, and provide credible, expert reviews with an advertorial voice.

“The interactive nature of the VDX ads were particularly appealing to us, as it allows our content to be presented in an engaging and dynamic way to readers,” said Jason Rice, senior vice president, media solutions and strategy, at TEN. “Our goal is to provide consumers with expert guidance on cars and we feel this relationship with Exponential allows us to stay true to this goal.”

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