At the 2024 LA Auto Show, Teads’ Global CMO, Natalie Bastian, sat down with Megan Gillam, Director of Marketing Operations and Strategy, Kia America to discuss the future of automotive marketing. The conversation delved into Kia’s strategic innovations, from the expansion of their electric vehicle (EV) portfolio to the integration of cutting-edge marketing technologies. Megan shared how Kia is keeping pace with a rapidly evolving industry while staying true to its mission of offering choice, utility, and innovation for consumers.
Key Insights
Expanding the Power of Choice for Every Consumer
In 2025, Kia is doubling down on its commitment to consumer choice. Megan revealed that Kia’s diverse lineup is designed to cater to a broad spectrum of buyers, whether they prefer traditional internal combustion engine (ICE) vehicles, hybrids, plug-in hybrids, or fully electric models.
Megan emphasized that by offering flexibility in their portfolio, Kia is empowering consumers to choose vehicles that align with their unique needs and stage in the electrification journey.
Connecting Through Tailored Marketing and Emotional Campaigns
With a variety of models targeting different audiences, Kia’s marketing strategy is both data-driven and emotionally resonant. Megan explained how the company focuses on each model’s unique selling points (USPs) to create targeted, “snackable” content while also running broader emotional campaigns that enhance brand awareness.This dual approach ensures that Kia can connect with consumers at every stage of the purchase funnel, from initial consideration to building lasting brand loyalty.
Innovating with Marketing Technology for 2025 and Beyond
Kia is leveraging technology to engage modern consumers in creative and meaningful ways. Megan highlighted how the company is adapting its media mix, blending traditional TV campaigns with interactive, digital-first solutions. Looking to the future, she believes interactivity will expand into connected TV (CTV), creating opportunities for seamless cross-channel storytelling that captures attention and drives deeper engagement.
Stay tuned for more discussions with top industry leaders in our Talks With Teads series.