Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
Erik Cornelius

Erik Cornelius VP of Marketing

Exclusive Blog Posts

Click-to-Call [Infographic]

Click-to-Call [Infographic]

  Most dealers understand the importance of making it easy for customers and prospects to find contact information. Websites often have prominent &…

Quick Tips for Improving Dealership Culture

Quick Tips for Improving Dealership Culture

Car dealers have a terrible reputation. It's such a negative experience for so many that people are electing to make a major purchase like a vehicle fr…

The Biggest Mistake Dealers Make When It Comes to Customer Retention

The Biggest Mistake Dealers Make When It Comes to Customer Retention

Jim Roche is the Divisional VP of Marketing & Managed Services at Xtime. We asked him to tell us the biggest mistake he sees dealers making today when …

Is 2018 the Year of Customer Convenience?

Is 2018 the Year of Customer Convenience?

It seems that every year has a theme attached to it in terms of where dealerships’ focus will be. Which themes or buzzwords will dominate 2018? We…

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Today's customers walk into your showroom better-informed than ever before. Because they've done their research ahead of time, 89% walk into t…

Why Most Dealers Fail at Online Video Ads

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.

mark rask
This is right on target
Erik Cornelius
Thanks, Mark. Anything else you want me to write about in relation to online video for dealers?

 Unlock all of the community & features  Join Now