Smart TV Retargeting: Generate Better Car Buyer Leads

Recently at the Consumer Electronics Show (CES), Innovid, a personalized advertising solutions platform and Chrysler presented to show how car brands will target video ads in the near future while leaning on interest-level customer segmentation. Innovid is the world’s leading video marketing platform, empowering advertisers to create, deliver and measure the most innovative video experiences on any device and media outlet, while increasing scale, efficacy and ROI. They invented interactive video.

The data system works for either online videos or streaming programming—such as a Hulu or a TV Everywhere—through Smart TV devices like Roku. For example, it will allow Chrysler to purchase video inventory from 3rd party publisher networks and serve up creative to consumers based upon previous online behavior (interests in an economical car, truck, SUV, hybrid, crossover, etc.). In other words, behavioral retargeting on Smart TV platforms such as Roku, Apple TV or Google Chromecast.

Example of a Chrysler Smart TV Spot

Innovid CTO Tal Chalozin called the system a “fairly complicated cluster algorithm that constantly collects data for a given device so that it may serve unified and consistent content to a single household. Once user preferences are established, additional brand content (example: YouTube video on safety standards, special features, etc.) can be served to further entice and educate that end consumer. Ads are localized so that users may be directed to the Chrysler dealership closest to them.”

Based upon Chrysler’s move, there is a clear indication that Automotive OEMs are engaging users via pre-roll, mid-roll, and post-roll video advertising on Smart TV platforms. With increasingly better capture of consumer behavioral data, comes better opportunities to target market. Tools such as Innovid’s innovation will allow Automotive Tier 1, 2 and 3 (retailers) to target automotive consumers on a much more granular basis through behavioral retargeting.

The Challenge

While most video ads have a phone number, website and / or potentially a Shazam insertion, many thousands of automotive ads on Smart TV platforms have no real native conversion tool in place and the sales funnel process tends to be segmented. It’s a chopped up, ugly process and that is how you LOSE potential customers. Massive abandonment rates are measured.

The key is to simplify your conversion process as much as possible, by cutting out unnecessary steps, limiting the amount of information you ask for, and providing a way for people to convert or purchase without signing in or having to bounce to another platform.

The bigger question is: How will automotive tier 1, 2 and 3 (retailers) be able to convert leads properly without a seamless user experience and streamlined solution?