Why TV Advertising Is Still the Driving Force Behind Auto Sales

Automotive continues to be one of the largest category spenders in media and if your client wants a piece of that sizeable revenue you need to catch the potential customer at the beginning of their buying cycle Today39s auto buyer experiences three stages awareness consideration and decision Targeting prospective buyers early specifically through television advertising pays the highest dividendsDatadriven linear and addressable TV advertising let you target with precision getting your client39s car ad or dealership spot in front of the right buyer Add any other addressable targeting to the mix such as OTT or live streaming and you can reach the auto customer wherever and whenever they watch content If you don39t put your client in front of the auto buyer early enough the campaign is likely to run out of gas before it even gets on the road Here39s whyThe Awareness Stage The first step in the auto buyer cycle is when prospective customers begin to realize they will soon need a new car This is brought on by anything from a lifestyle change such as expanding one39s family to experiencing onetoomany trips to the mechanic to reaching the end of a leaseWhatever the catalyst this is when prospective auto buyers start to keep an eye on their options contemplating what kind of car they39re going to purchase Considering the multitude of choices this can feel like an overwhelming endeavor Where do they start TV adsThe Consideration Stage Once the prospective auto buyer starts to consider their options they begin to take notice of what they see in TV commercials According to the Video Advertising Bureau VAB quotStart Your Enginesquot report TV ranks first in helping consumers form their consideration list In fact of those who were surveyed 45 percent of buyers ages 25amp821154 and 46 percent of buyers ages 18amp821134 reported that TV ads helped them select the make model and dealerships they planned to explore Additionally a considerable 76 percent of auto manufacturers stated a definitive correlation between TV spend and website trafficThe Forbes article quotTV Advertising Remains Huge Sales Motivator for Car Buyers Even in Digital Era Studyquot included an interview with Sean Cunningham president and CEO of VAB who spoke about the importance of TV advertising in relation to digital traffic quotThe truth is that TV and digital work together very wellquot said Cunningham quotTV has done a good job of fueling digital which does an especially good job with dealer offeringsamp8230 When you need to mobilize customers en masse in a tight timeframeamp8230 TV is going to light up their online instruments and fill dealer showrooms with trafficquotHere at NYI one of our leading auto manufacturer clients ran a campaign focused on raising awareness and sales for a specific line of vehicles being sold in the New York market Their objective was to reach the TV and digital consumers most likely to buy the vehicles The results showed that households exposed to both TV and digital ads delivered the highest conversion rate amp8212 a 131 percent incremental sales lift amp8212 with sales revenue of 4 million and an ROI of 1046 for every dollar spentIf the bulk of marketing dollars is exclusively spent on digital advertising they could likely miss the allimportant consideration phase where the auto buyer is narrowing their options Plus when you add the ability to target consumers directly through addressable and linear advertising you39re steering buyers directly toward your client39s brand or dealershipTranslation Media buyers need to put a client39s brand in front of the auto customer during the consideration stage TV advertising amp8212 both addressable and datadriven linear amp8212 is the key to getting prospective buyers to pursue a specific brand or dealershipThe Decision Stage Finally the auto buyer wraps up their online research visits dealerships goes out for test drives reviews financials and makes their purchase Knowledge of the process and the ability to target help make this a winwin for all involvedSo if you want to drive up revenue for your auto client remember the cycle of the consumer39s journey Digital is important but it39s also important to lock in your TV media buy if you want to make sure that your client39s campaign is fully loadedDon39t stop now Stay in the know with more from NYIInsitescomClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Why TV Advertising Is Still the Driving Force Behind Auto Sales

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Michael Minardi

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