Effectv's Automotive Advisory Council Highlights Three Major Trends for 2020

The council consists of pioneers who built the first digital ad platforms for major OEMs marketing analytics specialists from large dealership groups and savvy advertising executives They shared their expertise with MediaVillage so the rest of us can better grasp how the changing digital landscape will impact dealerships in the coming new decadequotThe folks on the council really understand how things work deep inside the dealership And they know how to manage the analytics and optimize against themquot said Todd Hauser vice president of automotive strategy at Effectv quotWe put together the right mix of people from media and marketing all heavily focused on automotive across all tiersquotHauser who also sits on the council served as our dealershipmarketing whisperer for the council39s 2020 guidance He was joined by Joe Alesi executive creative director at Mnemonic Effectv39s inhouse creative agencyquotDay in and day out the council provides insights from a seller standpointquot Alesi said quotThat helps us craft our positioning and identify every promising segmentquotSo put your crystal ball aside Here39s advice from Effectv39s brain trust for growing your auto business in 20201 Ratings are out Impressions are inAstute dealership marketers are tossing out 20yearold costefficiency models In that outdated approach advertisers would direct ad dollars to say 700 pm primetime buyers and avoid midafternoon dayparts Why Because that39s what their gut told them to do And their company39s bean counters would insist on marketing spend based on the lowest costspoints in the Nielsen booksBut in 2020 the industry39s steady shift to a datacentric approach will go into overdrive The gamechanger is data from settop boxes and other analytics tools quotWe39re seeing true viewership data that can be modeled to find inmarket shoppers wherever they are consuming mediaquot Hauser saidCouncil members pointed out that effective marketing in 2020 will continue to move from a costspoints methodology to an audience paradigm More and more contracts are getting built on finding the right audience not necessarily finding the person watching a program who39s cheapest to reach quotNo matter what an inmarket shopper is watching or when they39re watching we want to serve an ad that has the greatest likelihood to succeedquot Hauser explained2 Strategic alliances between dealerships and vendors flourish with insights from dataIn 2020 smart dealerships will invest in understanding the full spectrum of digital offerings The expertise starts under a dealership39s roof but that should be augmented by vendors such as Effectv which through a consultative approach can help differentiate between shiny objects and strategic assetsquotIt39s so last year to have a businessdevelopment manager focusing on databases and scheduling service callsquot Hauser said quotIn 2020 you need somebody to manage website activity dig deep with Google Analytics and work with vendors that embrace the dealership39s goals consulting on how media products can achieve those goalsquotThe nature of those vendor relationships will only get more complex In the past you could depend on a simple agency buy of television radio and newspapers quotNow there are so many different options in addition to thirdparty endemics such as Autotrader and Kelly Blue Bookquot Hauser explainsThe digital marketing specialist at the dealership makes businesswinning or losing decisions based on insights from data So there has to be the deepest level of understanding about the data assets that sources such as settop boxes from Comcast39s 17 million households can provideBy working handinhand the dealership and the vendor can get the right answers to two key questions What are the metrics saying you need to do What can you change to drive better outcomes3 Creative will laserfocus on a brand39s unique promiseWith a few taps and swipes on an iPhone auto shoppers in 2020 can compare prices and inventory offered at multiple dealerships Even if the data identifies the mediaconsuming patterns of a brand39s target customers it39s still necessary to motivate them to come to your door amp8212 and not to the dealership down the roadThe Effectv Automotive Advisory Council emphasizes that creative messages can39t only be about having the largest inventory or using tired slogans about quotjoining the familyquot Dealerships have to articulate what makes them different quotDeveloping the clearest and most compelling brand promise whether it39s one price or onehour transactions is critical in 2020quot said HauserTo help auto advertisers hone their message Effectv has a major resource in Mnemonic its inhouse agency As Mnemonic develops campaigns it can analyze viewership data from those Comcast households That intel becomes integral to the creative process quotWe39re producing creative grounded in the metrics to create custom campaigns delivered to the audience they39re intended forquot Alesi saidSo ditch a onesizefitsall approach in 2020 The spots get shot not only for the allpowerful 30second ad but also for 15second videos for Twitter and fivesecond pieces for Facebook quotWe39re a multiplatform multichannel agencyquot said Alesi quotThat39s what makes our stuff so stickyquotEach part of a campaign should ladder back to the core brand promise members of the Effectv Automotive Advisory Council advised With each exposure and across multiple platforms a prospect hears about the unique dealership experience that only you can offer Then it39s up to you to deliver on that promise from the time the customer walks through the doorClick the social buttons to share this story 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 writers

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Effectv's Automotive Advisory Council Highlights Three Major Trends for 2020

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Bradley Berman

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Effectv's Automotive Advisory Council Highlights Three Major Trends for 2020

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