Videology Analysis Substantiates Digital Video Advertising's Ability to Drive Auto Sales for Dealers
Viewers exposed to geographically targeted video campaigns showed a 50-60% higher propensity on average to purchase the advertised auto brand versus a control group
NEW YORK, Oct. 17, 2013 /PRNewswire/ -- Videology—a leading video advertising platform for advertisers and media companies—released a new report today entitled "Messaging That Moves Cars Off Lots," that shows targeted digital video drives a significant increase in sales metrics, increases overall advertising effectiveness, and offers a viable option to complement television campaigns for local auto dealers.
Videology's objective in this research analysis was to quantify digital video's ability to drive sales for automotive marketers. Based on data compiled from auto advertisers using the Videology platform over the past six months, this report offers directional results demonstrating how well digital video drives sales for auto dealers and how different geographic, contextual and purchased-based targeting data affects outcomes.
The analysis found that when digital video campaigns target on broad demographic criteria only, the impact on sales of the advertised brand is not as pronounced as in similar campaigns with additional targeting criteria. The report concludes that all automotive campaigns—even national efforts—benefit from an advanced targeting lens if the end goal is to drive sales.
Criteria that have the most positive influence on subsequent purchase behavior include geography, purchase affinity, site selection, frequency, and in some scenarios, even browser selection.
In one case study, a geo-targeted campaign for a major auto brand drove a 60% sales lift among those exposed to the video advertising campaign versus the control group. When the additional filter of purchase data, i.e. those in-market to purchase an automobile, was added to the campaign, sales lift rose to 160%.
"Digital video can target on precise geographies and discrete consumer segments—including those in-market to buy a car. Common sense says it should work to move cars out of dealerships—and now we have the data to back it up," said Scott Ferber, Chairman and CEO, Videology.
Videology (videologygroup.com) is an enterprise technology company for advertising and media companies. Its video platform allows brands, agencies and media companies to plan, serve, manage, and monitor video ad campaigns using features and specifications typical to TV, while taking advantage of the advanced targeting, optimization, and efficiencies of digital media. Videology's technology transforms the TV and digital experience so that a different ad—the right ad—will be shown to the desired consumer.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in Baltimore, MD, with key offices in New York, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney and sales teams across North America. For more information, contact Michele Skettino at Michele@videologygroup.com or 212-231-7853.
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