Video watching can increase purchase intent by 97% and brand association by 139%
Reaching the right car buyers at the right time is more difficult than ever given the high volume of ads inundating consumers on a daily basis. And because of Google’s recent abandonment of right-rail advertising on desktops, once-productive marketing options have lost some of their value. Many businesses are paying more for ads but seeing less return on campaigns that fail to routinely convert customers.
In the face of an increasingly competitive marketing environment, dealers must find alternative advertising routes to target and engage high-potential buyers. One of the best new channels is video advertising. Although the strongest digital marketing strategies should include a healthy blend of display advertising, social media, and paid advertising, video can round out a brand’s digital marketing efforts and reach in-market consumers with the information they care about.
The power of video
In an age where many traditional marketing efforts can get lost in the noise, video is proven to work. Google reports more than half of shoppers watch at least 30 minutes of video content daily, and a quarter watch an hour or more during their research process. In fact, video watching can even increase purchase intent by 97% and brand association by 139%.
This is also true for the automotive industry; 43% of car shoppers say online video ads help them learn more about vehicles they hadn’t previously considered. Even more noteworthy: Video ads can prompt shoppers to take real-world action.
Research shows that after watching online videos, shoppers used a computer to find more information (61%), searched a dealership’s inventory (37%), or talked to friends, family, or colleagues about cars (33%). Perhaps most encouragingly, 49% of shoppers went to visit a dealership after viewing a video ad.
When video is added to a dealer’s digital marketing strategy, it improves the company’s ability to generate brand awareness and engage highly qualified customers on their purchase journey.
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Dealer Marketing Magazine
Author: Digital Dealer
Digital Dealer exists to help dealers and their managers sell more vehicles more profitably by creating the best live events and media in the industry.