Digital Dealer - April 2018 - 48

// Direct From Facebook

FEATURED SPEAKER
By Gabrielle Garrison,
Partner Manager, Automotive Facebook

DD24

REACH MORE CAR
SHOPPERS WITH
MOBILE VIDEO
ON FACEBOOK
When you wake up in the morning, what
is the first thing you do? For me, I turn off
the alarm clock, check my phone for news and
weather, jump in the shower, and get ready for
the day. For others, they might have a different
morning routine, but I bet that almost everyone's
morning routine involves their mobile phone.
Not only is your mobile phone part of your
mornings, its most likely part of your afternoons
and evenings up until the second you go to bed.
Now imagine your life
without your mobile
phone in it. How would
that change your morning
routine or how you communicate throughout the
day? Would it take longer to find out what your
family is up to or what
traffic is going to be like
on your way to work?
Think about your morning
drive to the dealership
each day. You are in
dead stop traffic and you
realize you forgot your
wallet. You think you can
probably get by without
your wallet so you don't
turn around to get it. You
forget your phone though,
it's a whole different
story. You will most likely
turn around in dead stop
traffic just to get your
phone.
The truth is, we live in
a world that is so heavily
reliant on our phones,
that it is no longer just a
device, its part of who we
are. Car Shopper behaviors are shaping around
the mobile world we live
in, and the way we reach
out to these car shoppers
48

APRIL 2018

must follow suit. 1 out of
every 5 mobile minutes
is spent on Facebook
and Instagram(1), which
is a huge opportunity for
dealerships to reach car
shoppers where they are
spending a lot of time.
It's not just about reaching out to them on their
mobile phone though, it's
also important to know
how to reach out to
these car shoppers.
In 2017 the digital
landscape saw a big
uptick in video consumption, and this trend is not
going away. In fact, Cisco
estimates that video will
be 75% of all mobile
data traffic by 2020
(compared to over half
now)(2). On Facebook,
we are already seeing
that globally, over 100
million hours of video are
watched per day (3). The
future of mobile is video,
and it's important to know
that video consumption
on mobile differs from
other outlets where video
is watched. It takes people only 1.7 seconds to
consume mobile content

D I G I TA L D E A L E R . C O M

on Facebook, versus 2.5
seconds on desktop (4).
Because of the speed
of content consumption
on mobile, capturing
attention with thumb-stopping creative is becoming
more and more important
for dealerships to reach
car shoppers who they
want to come to the
dealership lot. To help
with thumb-stopping mobile creative, it's important
you follow the following
four principles for video
success on Facebook:
Facebook and Nielsen
research found that up
to 47% of the value in
a video campaign was
delivered in the first 3
seconds, while up to
74% of the value was
delivered in the first 10
seconds (5). Using colors, themes and imagery
that identify your brand
at the start of your video
can help people connect
the advertisement to your
brand quickly. Consider
starting your video with
products shots of the
vehicle, recognizable
dealership logos or a
vivid background to spark
interest.
DESIGN FOR NO SOUND

As most video advertisements in the mobile
feed are viewed without
sound, it's important to
deliver your message
visually. Show captions,
logos and vehicle incentives that can help communicate your message,
even in silence.
FRAME YOUR VISUAL
STORY

If you look at your
dealership's commercials
from TV on your mobile
phone, you might notice
that the impact is not as

grand as it is on a larger
screen. Producing videos
for a small screen requires
consideration of dimension
and scale. Play with zoom,
crop, and overall visual
composition to make sure
that your story is told well
on a small screen.
PLAY MORE

One size does not fit
all when driving actions
with mobile video, so keep
experimenting, testing and
iterating to learn what
works for your dealership
and target audience. Mobile video creative is within
everyone's ability to create,
and free mobile apps like
Legend and Ripl(6) make
the creation process easy
for any knowledge level.
The mobile shift has
already happened, and
the future of mobile is
video. Leverage these
best practices to develop
personalized mobile video
creative that drives impact
not only on a car shopper's newsfeed but also on
the dealership lot.
Sources: (1) Source: US ComScore
data, Media Metrix June 2015, (2) "Cisco
Visual Networking Index: Global Mobile
Data Tra c Forecast. Update 2015 -2020."
by Cisco 2/3/17, (3) Facebook Data,
December 2015, (4) Facebook Data
Q3 2015, (5) Facebook commissioned
Nielsen to analyze its database of Brand
Effect studies, n+ 173 studies included
video worldwide, mid Dec 2014 - Mid Feb
2015, (6) Available in Google Play and
iOS app stores

GABRIELLE GARRISON is on
Facebook's Partner Manager Team
where she makes sure clients
are thriving at the forefront of the
quickly changing digital landscape
on Facebook. With 7 years in
the media business, Gabrielle
has held positions in all aspects
of the advertising space ranging
from radio to traditional media
and currently digital media. An
alumnus of the University of South
Florida in Tampa, Gabrielle got her
start in advertising helping small
businesses in Tampa succeed in
their marketing objectives, and
later moved to digital advertising
for eBay.com helping brands such
as Progressive, Ford, The Chrysler
Group, Ronald McDonald House
and State Farm just to name a few.
http://www.eBay.com http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - April 2018
