Digital Dealer - October 2017 - 36

By Chris Walsh
Vice President of Sales,
Naked Lime Marketing

COMMUNICATIONS

APRIL 21-23, 2015 * TAMPA, FL

DD23

APRIL 21-23 * TAMPA, FL

PRESENTING
COMPANY

Video: An Essential Part
of Your Digital Toolkit
One of the many
strengths of digital
advertising is the broad
range of possibilities it
covers as a marketing
channel. In just this one
area, dealers can target
customers in any
number of ways, from
dynamic search to
programmatic display to
social.
Of course, that
strength also comes with
a unique challenge: How
do you decide where to
allocate a limited marketing budget?
While there's no
perfect answer to
that question, there is
one particular area of
marketing that doesn't
necessarily get the love
it deserves: Video.
Even though customers are 27 times more
likely to click-through
online video ads than
banner display ads,
many dealers still tend
to shy away from video
advertising for a few
key reasons: It's seen
as expensive, time-consuming, and a logistical
nightmare.1
Of course, the truth is
these perceptions are
keeping dealers away
from a channel designed
to immerse the audience in your messaging;
engage people with
demonstrations, product
36

OCTOBER 2017

EVEN THOUGH CUSTOMERS
ARE 27 TIMES MORE LIKELY TO
CLICK-THROUGH ONLINE VIDEO ADS
THAN BANNER DISPLAY ADS, MANY
DEALERS STILL TEND TO SHY AWAY
FROM VIDEO ADVERTISING.
information, and special
offers; and more precisely
target specific audiences.
Most importantly,
dealers are missing out
on the emotional connection: The marketing "Holy
Grail" that video stands
as one of the best, if not
the best, channels to
deliver.
So, let's take a closer
look at the complaints
about video and see if
they hold up under scrutiny. Let's also explore how
the emotional connection can benefit your
dealership's brand, and
ultimately the bottom line.
PERCEPTIONS OF
VIDEO

The complaints
against video are many
and well-documented,
but they all essentially
revolve around a single
issue: Resources - in
money, time, people,
tools, and so on.
Here are the most
common complaints
about video and how
those complaints hold up

D I G I TA L D E A L E R . C O M

against the facts:

 IT'S EXPENSIVE.

Many dealers balk at
producing quality video
advertising for the simple
fact that it can cost
significantly more than,
say, buying banner ads in
bulk.
That comparison falls
apart, however, when you
consider two things: first,
video is, over time, becoming cheaper, thanks
in large part to the advent
of smartphones, social
media, and dedicated
video channels such as
YouTube.2 YouTube, in
particular, provides an
outlet for repurposed TV
ads to find second life
and reach an even larger
and more diverse audience than they initially did
- a huge value and cost
savings!
Second, the engagement that video can bring
- 75 percent of online
video viewers have interacted with an online video
ad this month, 80 percent
of users recall a video ad

they viewed in the past
30 days, and 90 percent
of users say that product
videos are helpful in
the decision process -
raises the possibility of
a return on investment
that more than pays for
itself. 3, 4, 5
 IT'S TIMECONSUMING. This

critique implies that
once your marketing
starts eating up a certain
amount of your time,
even positive results are
going to be considered
diminishing returns. And,
that may be true to a
certain extent.
However, thanks
(again) to the advances in technology and
distribution that have
made both producing
video and maximizing its
reach easier and faster
than they've ever been,
this argument no longer
holds much water. Seeing a video campaign
through from inception to
completion doesn't take
nearly as long as it once
did, even for dealers.
This is also a good
moment to point out
that it's worth looking at
partnering with a vendor
whose whole purpose
and passion is to help
put your video in front
of a targeted digital
audience for maximum
impact, so your time can
http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - October 2017
