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Most dealers are failing at online video advertising because they’re running the wrong kinds of ads for the wrong audiences.
Dealer ads have gotten more sophisticated
It used to be that when you wanted an ad, you called up your local TV affiliate, agreed to buy some airtime and they would send out a crew to film your owner or sales manager.
As media markets became more complex and saturated, car dealers became more sophisticated. You started hiring agencies to make ads. You hired spokespeople. You tested what worked. You learned from best practices. This was more expensive, but it was necessary to compete against the next dealer down on the auto mile.
This still works fine for TV, but the internet adds another layer of complexity. Behavioral and demographic targeting (and retargeting) let you deliver very specific messages to very specific audiences. But most dealers aren’t doing this.
Online video ads require even more precision
1. Most video ads play muted: You can’t rely on a heavy voice-over to drive home your point, if people can’t hear it.
2. One-size-doesn’t-fit-all: Internet advertising is only effective if it’s well-targeted. A single ad cannot target all of your demographic segments.
3. You’ve got 5 seconds: Despite DVRs, most people just sit right through your 30-second TV ads. Online, people will skip if you don’t instantly grab their attention.
Here’s the bottom line: to succeed in online video advertising, you need ads for a variety of audiences, all tailored to the web.
You have several options for doing this. You can work with your ad agency to create variations on your videos. This will take some time and some money, but ensures professional resuts. You can also try making the videos yourself using a desktop tool or one of several available online.