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Jared Hamilton
From: Jared Hamilton
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Video Ads Are Hot, But Are We Looking At The Right Metrics?

For Focus Ad

One of the hottest forms of automotive advertising is video banners. Today, the automotive industry is smack-dab in the middle (as you can see from the infographic below) and is used as a reference point for other industries.

Manufacturers are doing a tremendous job of using it, but very few non-TK dealers are even exploring it. There is, of course, no reason for this based upon the sheer affordability and traffic-driving prowess that video ads have, but with none of the bigger vendors talking about it or even exploring it, it's relatively new to most.

This graphic breaks down one of the major flaws with the service - click through. Unlike standard banner ads, this engaging form of advertising has ancillary benefits that go beyond branding. Messages are often heard and seen even if the direct click is never made. There are direct correlations that can be made between the number of impressions a dealer gets on their ad and the number of searches that are made for that dealership by name. People click, yes, but often they simply go back to Google and look for the dealership or type them in directly. The results can be astounding and unexpectedly predictable even if the click-thru rates are not.

In the end, it should always come down to conversions. For a medium that is so widely used in most industries, it's shame that more dealers and vendors aren't exploring it.

Click to enlarge.

Unpredictability of Video Ad Clickthrough Rates
Infographic by: Wistia

Bryan Armstrong
Wow. Thank you. Very provoking and well thought out post and I love INFOGRAPHICS. :)
Jared Hamilton
This is good stuff. Thanks for sharing.

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