December is the best time to purchase a car and dealerships know it. Eighty-seven percent of consumers dislike going into car dealerships and the haggling that ensues—but they do like watching videos of cars. The proliferation of interactive and targeted videos with addressable TV provides a unique opportunity for automotive marketers to get consumers on their side and drive sales.
Here are three ways car brands and dealerships can use video to improve the car dealership experience, build loyalty, and increase customer lifetime value:
The Power of Addressable TV
Automotive advertisers were early adopters of addressable TV, as Jamie Power, COO of one2one media, shared at RampUp on the Road Dallas. They have it down to a science, personalizing advertisements for specific viewers and locales to drive them into car dealerships. For example, Toyota used addressable TV to market its Prius Prime plug-in hybrid to a specific consumer: tech-savvy drivers between the ages of 18 and 49 with household incomes of $75,000 or more who are economical, but also environmentally conscious. The 30-second commercial shows a time-traveling man who is skeptical about new inventions until he is shown in modern times riding in a Prius Prime. Compare this narrative to the Prius Prime ad for general audiences, which focuses on how efficient the car is on gas and its Toyota Safety Sense technology. Creating TV ads for specific audiences can help marketers reach their targeted audience.
Online Video Advertising
Next year, consumers will spend 80% of their online hours watching videos, according to a survey by Cisco. This provides additional automotive marketing opportunities to reach consumers—whether they’re binge-watching their favorite show on a tablet device or browsing through social media on their cell phone.
IGTV, the standalone vertical video app launched by Instagram, gives advertisers the power to deliver video ads to the 1B+ users of the platform. Mercedes-Benz was an early adopter of IGTV, creating a version of “The First Driver” specifically for Instagram. The two-minute black-and-white video uses nostalgia to connect with viewers by telling the story of how the brand’s founder’s wife drove across Germany to showcase the brand’s first automobile in 1888. This powerful video was also launched on YouTube and Facebook in a horizontal format to ensure maximum exposure—exactly what all brands need at the start of the customer journey.
Alternate Realities of Car Shopping
Car shopping can be stressful. Incorporating new experiences like augmented reality (AR) and virtual reality (VR) within your automotive marketing strategy can help consumers see the task as engaging and even pleasurable.
Audi and Cadillac are testing VR in their dealerships by enabling consumers to test and configure various car features at a location convenient to them. To help optimize shoppers’ time in the dealership, car salespeople can use VR tools like Salesdrive to deliver individualized, multi-user VR presentations in the comfort of their own homes. This helps customers feel like auto dealerships care about crafting a positive experience, even before they set foot in the lot.
There is more than meets the eye when it comes to using addressable TV and experimenting with IGTV, AR, and VR to hook end-of-year shoppers. To boost end-of-year sales, auto marketers can also look into automotive technology trends like in-car marketing or breaking down data silos to reach consumers more effectively. Using martech and harnessing the power of video can do more than drive sales—it can create lifelong customers.
Want to learn more about the power of data in automotive marketing? Cars.com CMO Brooke Skinner Ricketts spoke about this exact topic at RampUp 2019; subscribe below to receive an email when her session and others are available.