In a report carried by Marketing magazine, Facebook says it is ramping up efforts to secure business from automotive manufacturers by claiming it has made “significant strides in helping car brands with both overall consideration and lead-generation”.

Speaking to Marketing, Facebook’s UK auto lead, Steve Adams, discussed a series of new case studies published by the social media network involving brands such as Renault, Opel and Ford – and the drive to move to an “always-on” approach with automotive firms.

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Renault in the UK has used Facebook’s new lead-generation channel via News Feed advertising to tailor messages for its Clio and Twingo models based on users’ demographics and content preferences, the report said.

Facebook, Marketing reported, claims the cost-per-acquisition of the campaign is 2.8 times lower than the average for display advertising, and Renault UK digital brand communications manager Matt Lamprell said Facebook lead-generation is now “one of the first things on the plan”.

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