Setting

A leading South Korean auto manufacturer operating in the US was looking for new opportunities to expand their reach and site traffic. In the highly saturated and competitive auto market, new media channels with high-impact opportunities to reach incremental and untapped audiences can make a significant difference to marketing efforts.

Brave’s rapidly growing alternative Web browser and search engine (Brave Search) have steadily attracted users away from the default search engines and browsers on their devices due to growing concerns with online privacy.

Solution

From October 2024 to February 2025, the automaker sought to test a combination of top funnel and bottom funnel marketing across Brave (browser) and Brave Search:

• New Tab Takeovers were used to build awareness for their latest vehicle
• Always-on Search ads were monitored for impacts to query and click volume

The test clearly revealed that paid click volume doubled on Brave Search when a New Tab Takeover took place on the Brave browser.