Join us Dec. 1-3 in New Orleans for the Digiday Programmatic Marketing Summit
The auto industry has always been known for its dependance on sight, sound and motion to tell a story. Traditionally, car makers have been relying on TV to speak to the masses. But with the growth in online video consumption, especially on YouTube, car makers have been moving dollars to online video. Auto brands like BMW, Ford and Chevy have set up shop on YouTube, with channels dedicated to housing their video content.
Digiday asked OpenSlate, a company that gives quality rankings to YouTube channels, to do a comparative analysis of auto YouTube channels. Based on various metrics, OpenSlate scores each brand. They’re like credit scores based on the reach and engagement. As you can see below, size does not matter in the Slate score, as the companies with the most subscribers aren’t necessarily getting the highest score.
More in Marketing
Backlash grows against AI slop, but marketers remain unfazed
Marketers dismiss the rise of “AI slop” backlash, betting that authenticity and quality will ultimately engage audiences.
A shorter shopping window complicates retail’s already challenging holiday season
This season, retailers and shoppers alike are contending with a shorter holiday shopping window — on top of tariffs, waning consumer sentiment and recession fears.
How Reckitt is beating the AI odds with its approach to pilots
Most AI pilots fail miserably. Reckitt’s Bastien Parizot explained how the CPG brand has avoided that fate as it deploys gen AI into its global marketing operation.