Video 101: Core Media Vehicles for Automotive Video Advertising

From the inception of commercials in the automotive industry, there has been nothing like sight, sound and motion to DRIVE the EMOTION of potential buyers. We all understand that buying a vehicle is an emotional experience, and is statistically the second-largest purchase people make. Commercials and Videos are one in the same. Especially if you are an automotive dealer -the goal of every video is to build relationships and generate towards your products, services, and brand.

With the rise of digital consumption around shopping all-things retail, most dealers have begun using digital video components. But have they really adopted a true encompassing and consistent video strategy?

When looking at a video strategy there are core media vehicles to utilize, and many of those are not necessarily advertising budget hogs and can set a dealership apart from the rest.

Let's breakdown each media vehicle where we can deploy video advertising. Media vehicles are specific methods of media used by an advertising company. Are you taking advantage of all of these areas and cultivating the right mix?

• Broadcast/Television - The oldest form of video advertising with minimal to no ability to target audiences or track performance; and can be very costly depending on the market. It still has a place, and it still has an audience - but is it your desired audience?
• Connected TV (CTV / Over the Top Television (OTT) - CTV refers to any TV that can be connected to the internet and access content beyond what is available via the normal offering from a cable provider. OTT refers to film and television content provided via a high-speed Internet connection rather than a cable or satellite provider. In either case, MOST automotive advertisers do not know they can be laser-targeted to audiences as well as track in-store visits from their efforts. 14K people are cutting the cord every day and utilizing CTV as their main source of mainstream television; if you're not there, you're behind. Even the giant automaker General Motors is shifting towards this paradigm, where they spent $3.14 billion in advertising, 83 percent to TV, their CMO Deborah Wahl plans to take about 60 percent of those dollars to ConnectedTV in 2020. Lastly, take it from #Brian Pasch - a well known automotive marketing expert who shares that "Traditional Automotive Ad Agencies Got Nuked at NADA" 2020.

• YouTube Pre-Roll - is well known in video advertising space, used mainly to raise awareness and to drive website traffic. It can also be used for lead generation. You have the option to target in-market audiences and remarket to previous website shoppers, track views and website visits.
• YouTube Channel - is where you can organize your video content for your audience. As a channel owner, you can add videos, links, and info about yourself or your channel for visitors to explore. You can track views and website visits from your content.

• Social - videos tailored to each social platform and supported with paid placements in order to deliver very specific results or can be placed on a business page for organic placements. With Social, you can target in-market audiences and remarket to shoppers. You can track views, website visits and if set up correctly, leads that are generated from your ads. And to make it even more transparent, you have the ability to track offline conversions from custom audiences. A key component to social videos is just that, make them social and localized, you will find higher consumer engagement and interaction. All team members can adapt and engage with the effort with proper tagging of their content. Live Content...is a no brainer, get customers to experience being in the store without them being in the store.
• Website - placing videos on your website is similar to social organic videos and is great for organic rankings, especially when utilized on a video blog page. Be cautious about how your videos are placed on your site, you don't want to slow the experience down for users which can also impact search engine rankings. You can track views and website engagement from your video.
• In-Store - Sales team members: reps and managers, service team members: advisors and managers taking advantage of the device they all have in their pockets, using it for personalized content in their email, and text communications - studies show that response rates from video communications are 10x of normal text communications. Companies like CoVideo and Sellchology are pro's at this and will train and help with content.

• Showroom - Since we are adopting video, do we have updated content in our waiting areas? Kiosks to showcase vehicles or how-to videos' in the service department? Videos during and after the sale to help the customers learn about their vehicles or what to expect regarding service? Being the educator of your customers' vehicle ownership experience will ensure customer longevity, retention and referrals.

Your Marketing Partner(s) should be able to fill you on their capabilities to help you check the above boxes so your organization is fully-optimized in all-things video at the most efficient investments.

It's Simple - SIGHT, SOUND, and MOTION - still evoke the greatest emotion from the car shopper - Don't let your competition or your OEM take all the fun and opportunity. And those of you in 'rural' markets - don't feel you're an exception, there is a cell phone in 95%+ of your car shoppers' hands - be there!