Transforming Auto Sales with Laser-Targeted TV Ads

Spectrum Reachamp8217s customers include all three levels of auto advertising local dealers regional auto sales associations and via coop advertising money distributed to franchises national brandsamp160 Bernard pictured below shared with MediaVillage insights about how access to smartly targeted television advertising is reaching down to the dealer level amp160amp8220One huge advantage is that our data can be applied to the leading media platform TVamp8221 he said amp160amp8220No clickbait no showing up next to questionable content amp160When you add the ability to apply meaningful consumer insights down to the zone level on TV itamp8217s a gamechanger for advertisersamp8220Auto dealers are trying to get to their customers and with us they can get down to the zip code level where those customers areamp8221 he continuedamp160 amp8220They can see the impact amp160Nielsen might have 1500 boxes in a market and they use the data they generate to create models amp160But in the same market we may have a million Spectrum households amp160So without personal attribution we gather complete information on what people are watching and when and we know whoamp8217s tuning in to programmingamp8221Bernard who previously worked in sales at LincolnMercury Ford Mitsubishi and Mazda dealerships said auto dealers who previously avoided television advertising because they thought it was too expensive are now likely to find some level of TV within the budget amp160amp8220Itamp8217s amp8216narrowcastingamp8217 instead of expensive broadcasting the ads can be specifically targetedamp8221 he pointed outSpectrum Reachamp8217s data is combined with household auto registration information collected by IHS Polk to give advertisers a good sense of the carbuying habits of viewers of particular programs amp160A lowrated sports broadcast might yield unexpected data about high Audi ownership for instance and that could be an opportunity for the VW Group to buyin at relatively low prices amp160Or the data could show a large number of customers leasing Jeep Cherokees and they can be reached when the cars are coming off leaseWhile the new car sales business is being impacted by online research itamp8217s still mainly used cars that are being sold online amp160Bernard is skeptical that consumers will switch anytime soon to buying new vehicles entirely on the internet amp160amp8220Itamp8217s a big purchase and they still want to go to the dealership to see what theyamp8217re buyingamp8221 he said amp160Eighty percent of auto consumers may start the carbuying process on a computer smartphone or tablet but CDK Global reports that 90 percent still prefer to begin their research and credit approvals on a dealer site compared to those offered by third parties amp160And the final sale is still on the showroom floorGetting the attention of TV viewers has become a moving target amp160According to MediaVillage data total digital ad spending in 2018 surpassed TV advertising capturing 405 percent of total advertising budgets amp160Addressabletargeted advertising through local cable and satellite distributors is projected by MediaVillage to generate 60 annual growth through 2022 Spectrum has a lead role in capturing that opportunity Bernard said because itamp8217s also an internet supplier with access to unique IP addresses amp160amp8220Children donamp8217t know the difference between broadcast and cable TV or streaming on a tabletamp8221 he explained amp160amp8220They consume television in all its forms and we capture all that data amp160While data remains private and is aggregated for our advertising business if itamp8217s in the household itamp8217s running through the cable pipelineamp8221Spectrum Reachamp8217s analysis is sophisticated accounting for and discounting people who simply leave their televisions on all the time without watching them amp160And itamp8217s adapted to DVR also giving advertisers opportunities where available to advertise preroll before a recorded program is watched amp160amp8220We can reach you even if you never turn on the cable box through tablets and mobileamp8221 Bernard saidSpectrum Reach support extends beyond the media schedule to commercials through a full creative and production studio Bernard adds amp160amp8220Locally produced TV advertising can be amateurish so we will write scripts create storyboards and support the production amp160We want advertisersamp8217 commercials to be professional and to resonate with the consumers theyamp8217re targeted toamp8221 amp160Spectrum Reach also works with the movie industry to place client ads on airlines and other outofhome media amp160Again the opportunity comes with advanced demographic information on the people reached by those mediaamp8220Data is kingamp8221 Bernard declared amp160amp8220When it comes to a new generation of effective auto advertising on television the future is hereamp8221Download a free 2019 Automotive Outlook whitepaper from Spectrum Reach for more insights on reaching todayamp8217s car buyer Click the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Transforming Auto Sales with Laser-Targeted TV Ads

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Jim Motavalli

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Transforming Auto Sales with Laser-Targeted TV Ads

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