Digital Dealer - January 2020 - 28
MARKETING & ADVERTISING
Video
By
Greg Dixon
VP of Automotive
Client Development,
TVSquared
Animation is uncharted territory, offering a
chance to connect with viewers during shows
that don't seem to be oversaturated with
comparable spots. Child-focused Animation
means parents are likely nearby watching with
second-screen devices in hand.
What's Working in Auto
TV Advertising
>
Auto brands have been a main-
stay on TV for decades. With its unprecedented reach, what better way
to spread the word about a model
launch or sale? But what surprises
some is just how forward-thinking the
industry is when it comes to using TV for
performance too. In fact, auto brands are
some of the most sophisticated advertisers when it comes to leveraging TV for
response - site traffic, search, dealership
visits, app activity, you name it.
To get a better understanding of what
aspects of TV are performing best, we
analyzed more than $10 billion in TV ad
spend from nearly 200 clients (across
tiers). Response, cost, and audience data
from January-June 2019 was evaluated to
find the highest and lowest-performing TV
buy elements for auto advertisers.
28
[ d i g i t a l d e a l e r. c o m ]
Before diving into the findings, note
that every advertiser is different - what
works for one, will not necessarily work for
another. While these can serve as a framework to use, there's no substitution for
continuous measurement and optimization
of TV campaigns.
Analysis of Auto TV Advertising
Programming Genres: Animation
Is a Hidden Gem
What we found when we looked at programming genres was really surprising,
especially because animation yielded the
strongest response. Despite having a very
low spot count among the analyzed brands,
Animation had a response rate that was 28
percent higher than any other genre.
This begs the question, why animation?
Many auto brands prioritize live-action
entertainment such as dramas and sports,
the latter of which was the most-purchased
genre, delivering average results. In many
ways, animation is uncharted territory, offering a chance to connect with viewers during
shows that don't seem to be oversaturated
with comparable spots.
Furthermore, animation tends to attract
viewers far beyond auto's "target" audiences.
Child-focused animation means parents are
likely nearby watching with second-screen devices in hand. While more general animation
can attract a wide range of viewers. Since cars
are high-consideration purchases that involve
careful research and multiple discussions,
this genre may provide an ideal "vehicle" for
connecting with varied audiences.
You can find more marketing articles here:
digitaldealer.com/trending-auto-news/
January 2020
http://www.digitaldealer.com/trending-auto-news/
http://www.digitaldealer.com
Digital Dealer - January 2020
Table of Contents for the Digital Edition of Digital Dealer - January 2020
Digital Dealer - January 2020
Up to Speed | Tech, Dealer News, & People on the Move
Interview With Facebook
Culture Seven Key Rules of Culture
Reputation & Loyalty What’s Your Dealership’s Reputation Worth?
Vehicle Valuation Discontinued Sedans Demonstrate Remarkable Staying Power in Terms of Valuation
Process & Performance Preparing for the Industry Ahead
Exclusive Interview With Liz Dimmitt of Dimmitt Chevrolet
Digital Dealer: What's New & What's Next
Video What’s Working in Auto Tv Advertising
Social Media Intelligent Social Media Strategy
Content Strategy Ad Copy Power Points!
Video Next Wave of Mobile-First Revolution
Social Media Mastering Social Media
Lead Handling 5 Ways Dealerships Lose Online Leads
Process & Performance Retail Resolutions to Drive Results
Fixed Operations the Fluid Fails Before the Part: A Sales Opportunity!
Customer Experience Make the Customer Experience Fun and Boost Sales
Social Seen | Snapshots of the Auto Retail Scene
What's Ahead | Auto Retail Vendors Announce Solutions Headed to Nada 2020
Digital Dealer - January 2020 - CT1
Digital Dealer - January 2020 - CT2
Digital Dealer - January 2020 - Digital Dealer - January 2020
Digital Dealer - January 2020 - Cover2
Digital Dealer - January 2020 - 1
Digital Dealer - January 2020 - 2
Digital Dealer - January 2020 - 3
Digital Dealer - January 2020 - 4
Digital Dealer - January 2020 - 5
Digital Dealer - January 2020 - 6
Digital Dealer - January 2020 - 7
Digital Dealer - January 2020 - Up to Speed | Tech, Dealer News, & People on the Move
Digital Dealer - January 2020 - 9
Digital Dealer - January 2020 - Interview With Facebook
Digital Dealer - January 2020 - 11
Digital Dealer - January 2020 - Culture Seven Key Rules of Culture
Digital Dealer - January 2020 - 13
Digital Dealer - January 2020 - Reputation & Loyalty What’s Your Dealership’s Reputation Worth?
Digital Dealer - January 2020 - 15
Digital Dealer - January 2020 - Vehicle Valuation Discontinued Sedans Demonstrate Remarkable Staying Power in Terms of Valuation
Digital Dealer - January 2020 - Process & Performance Preparing for the Industry Ahead
Digital Dealer - January 2020 - 18
Digital Dealer - January 2020 - 19
Digital Dealer - January 2020 - Exclusive Interview With Liz Dimmitt of Dimmitt Chevrolet
Digital Dealer - January 2020 - 21
Digital Dealer - January 2020 - 22
Digital Dealer - January 2020 - 23
Digital Dealer - January 2020 - 24
Digital Dealer - January 2020 - 25
Digital Dealer - January 2020 - Digital Dealer: What's New & What's Next
Digital Dealer - January 2020 - 27
Digital Dealer - January 2020 - Video What’s Working in Auto Tv Advertising
Digital Dealer - January 2020 - 29
Digital Dealer - January 2020 - Social Media Intelligent Social Media Strategy
Digital Dealer - January 2020 - 31
Digital Dealer - January 2020 - Content Strategy Ad Copy Power Points!
Digital Dealer - January 2020 - 33
Digital Dealer - January 2020 - Video Next Wave of Mobile-First Revolution
Digital Dealer - January 2020 - 35
Digital Dealer - January 2020 - Social Media Mastering Social Media
Digital Dealer - January 2020 - 37
Digital Dealer - January 2020 - 38
Digital Dealer - January 2020 - 39
Digital Dealer - January 2020 - Lead Handling 5 Ways Dealerships Lose Online Leads
Digital Dealer - January 2020 - Process & Performance Retail Resolutions to Drive Results
Digital Dealer - January 2020 - Fixed Operations the Fluid Fails Before the Part: A Sales Opportunity!
Digital Dealer - January 2020 - Customer Experience Make the Customer Experience Fun and Boost Sales
Digital Dealer - January 2020 - 44
Digital Dealer - January 2020 - Social Seen | Snapshots of the Auto Retail Scene
Digital Dealer - January 2020 - 46
Digital Dealer - January 2020 - 47
Digital Dealer - January 2020 - What's Ahead | Auto Retail Vendors Announce Solutions Headed to Nada 2020
Digital Dealer - January 2020 - Cover3
Digital Dealer - January 2020 - Cover4
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