The Purpose and Power of Flexible and Dynamic CTV Ad Overlays For Local Auto Dealerships

Adding dynamic creative overlays to generic CTV (Connected TV) ad creatives presents significant benefits for both local and national automotive dealerships. These benefits primarily stem from the ability to tailor messaging, engage specific audiences, and enhance the overall effectiveness of their advertising campaigns.

For local dealerships, the inclusion of dynamic creative overlays powered by Aperture enables them to reinforce hyper-local targeting with hyper-local messaging. Examples of what they might choose to do with this capability include:

• Tailoring messaging by precise location (down to zip code) and/or demographic.
• Promoting daily specials based on inventory in stock.
• Rotating offers on every ad exposure until they hit the mark.
• Delivering unique CTA's based on whether a household is an existing customer or a potential customer.
• Leveraging current or upcoming weather - eg highlighting upcoming snow to promote deals on AWD vehicles.
• Split testing different daily/weekly incentives and financing offers.
• Including local community events such as sports to create a legitimate and personal touchpoint.
• Showcasing specific vehicle models.

All of this increases relevance and drives consumers who are nearby to visit the dealership. By incorporating localized elements, such as community events or nearby road conditions, dealerships can make their ads feel more personal and timely, improving engagement rates.

Where both national and regional automotive dealerships alike can benefit, is by using dynamic creative overlays to adjust messaging based on demographic data, such as age, gender, or vehicle preferences. By tailoring the ad creatives to align with the interests and needs of different audience segments - such as highlighting family-friendly vehicles for parents or eco-friendly options for environmentally-conscious consumers - dealers increase the likelihood of conversion. Additionally, national dealerships can test different overlays across a broad range of markets to optimize performance on a large scale.

Coupling dynamic messaging and targeting adds a new dimension to the relevance of a CTV ad - a practice that has been proven to improve performance and ROI for the brands who adopt this strategy (click here for case studies). By ensuring that ads are personalized and contextually appropriate, dealerships can significantly boost consumer engagement and ultimately drive more traffic to their showrooms or websites.

This level of customization, once considered a luxury, is now a practical and powerful tool to maximize the impact of CTV advertising.

To speak with one of Origin's CTV specialists and/or to request a custom demonstration - click here.

ABOUT ORIGIN?

Origin is an award winning provider of creative solutions and services for brands, creative teams and media agencies who want to transform conventional CTV ad creatives into powerful, personal and provocative advertising experiences.

With unparalleled creative capabilities and proprietary ad serving technology, Origin’s unique suite of dynamic ad overlays and native CTV ad extensions allows advertisers to engage distracted audiences and achieve the results they want.

Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that winning viewers today requires breaking free from how it was done yesterday.

Learn more at: originmedia.tv