Study to analyze how TV ads lead consumers to dealer websites, influence sales
Columbus, Ohio (Jan. 22, 2015)—Today, Clarivoy, a TV attribution company, announced the launch of a Super Ad Study for the “The Big Game” with auto dealers nationwide. The study will track how national auto manufacturers’ ads that run during “The Big Game” on Feb. 1 drive web traffic and sales to local auto dealerships.
“TV viewing has become increasingly fragmented, which has distorted and complicated how to buy and value TV advertising,” said Steve White , Clarivoy CEO. “Auto dealerships especially question the value of TV advertising because consumers basically decide if they will visit a dealership based on their online interactions with that dealer. This study will analyze how TV ads—the most anticipated and creative ads of the year—lead consumers to dealers’ websites, and ultimately drive sales, both immediately and in the long term.”
A 2012 study by Google underscored the relationship between TV ads and website visits, finding that more than 65 percent of search impressions are attributable to TV. Auto shoppers often view TV and are concurrently on a mobile device, nearly 77 percent of the time, according to the Google study.
Online advertising is considered to be targeted advertising, but with Clarivoy’s TV Analytics platform advertising can be targeted as well. The platform allows advertisers to identify which networks, shows, days and dayparts drive target customers to websites, dealerships and ultimately influence sales.
Clarivoy uses cookieless tracking, enabling the company to capture nearly 100 percent of website traffic while developing anonymous yet detailed viewer profiles. Taken together, the data gives dealers the knowledge needed to make informed decisions about their marketing dollars, both via traditional marketing channels and online.
National manufacturers’ ads that may air commercials during “The Big Game” include BMW, Kia, Lexus, Mercedes-Benz, Nissan and Toyota.
The study comes at no cost to the participating dealers and will examine their website traffic and sales data over a 90-day period, beginning when manufacturer ads air during “The Big Game.”
Scheduled for release on June 1, 2015, the Super Ad Study will reveal the long-term effects manufacturers’ ads have on dealer website traffic and sales. Offering valuable insights into untapped markets, the study will identify ways to reach these new markets and investigate any demographic shifts from typical customers.
Auto dealers interested in participating in the study should visit www.SuperAdStudy.com.
Founded in 2012 by Steve White, Clarivoy offers a TV analytics platform that attributes website visits and sales to TV ad spots so that advertisers can understand how best to maximize their marketing budgets. For more information, visitwww.clarivoy.com.