Digital Dealer - April 2020 - 8
SOCIAL MEDIA
Q&A
with
Interview with Katie
Benesch, Digital
Retail Lead at
Facebook
DEALER MAGAZINE: Hi
Katie, thanks for joining us
for this month's Facebook
Q&A. We know that Facebook is committed to helping dealers leverage digital
video to connect with car
shoppers. What is driving
this focus on video?
FACEBOOK: For years,
auto marketers have used
print and TV to tell dynamic
visual stories to consumers.
With consumer behavior
changing, it's now time to
translate those ideas for the
on-the-go consumer. The
key to modern marketing is
engaging consumers where
they're already spending
8
[ d i g i t a l d e a l e r. c o m ]
their time- on mobile. The
average US adult now spends
40 minutes per day watching
mobile video(1).
DEALER MAGAZINE:
What is Facebook doing
to help dealers get up and
running with mobile video,
knowing that is where
more and more of their
customers are turning to?
FACEBOOK: With our
Facebook Automotive Playbook for Dealers (access it
here: http://bit.ly/2Q7rapK),
we are helping dealers better
activate on video and understand the pivotal role it plays
in marketing. We often hear
that creative is one of the
biggest hurdles to testing and
running video campaigns, and
there are a couple of ways
we've addressed this.
First, we offer several tools
within Facebook Ads Manager
to build video ads. The Video
Creation Kit(2) allows dealers
to create mobile-first video
ads that use their existing
photo assets, text overlays,
and logos. There is also a
video editing tool within
Facebook Ads Manager to
cut down existing assets like
:30 TV spots and make them
shorter, mobile-first video
creative that is :06-:10 and optimized for sound-off viewing
with text overlays.
We have also enabled
several new integrations to
take the heavy lifting out
of the creative build. Facebook's Marketing API allows
providers to integrate and
offer solutions to automotive
dealerships.
DEALER MAGAZINE: Can
you share more on some
of the providers that offer
video solutions on your
platforms?
FACEBOOK: As mobile
video consumption has
grown rapidly, agencies and
dealer advertising providers
have prioritized the inclusion of video programs into
their suite of products. At
this year's NADA conference
in Las Vegas, we saw the
launch of several of these
programs from providers
who already run Facebook
advertising for dealers.
Cars.com's (3) FUEL
in-market video program
focuses on targeting in-market shoppers using Cars.
com proprietary targeting
capabilities within a dealer's
geography and includes customized video creation with
chatbot response to viewer
inquiries. This program
integrates with tools and
reporting capabilities from
Dealer Inspire's Connected
Marketing solutions.
Dealer.com's(4) Video
Advertising Solution gives
April 2020
http://www.bit.ly/2Q7rapK
http://www.digitaldealer.com
Digital Dealer - April 2020
Table of Contents for the Digital Edition of Digital Dealer - April 2020
Digital Dealer - April 2020
Up To Speed|Tech, Dealer News, & People On The Move
Direct From Facebook |Q&A With Facebook
Fixed Operations Fundamentals That Drive Critical Service Customer Retention
Succession Planning Estate Taxes - Still A Problem For Succession
Buy/Sell The 2019 Buy/Sell Market In Review And Expectations For 2020
Branding Sorry, Your Customers Aren't Buying It
Analysis What’s Next In Tier 2 Advertising? Making The Case For “Direct-To- Dealer”
Process & Performance Why Sales Efficiency Needs To Be Your Mantra In 2020
Branding When Dealership Leads Aren’t Enough To Make Your Month
Customer Retention Turbocharge Your Owner Retention Program (Orp) Marketing
Website Less Is More: Optimizing Websites Through Design
Seo/Sem Google Changes The Google My Business Rules For Car Dealers
Digital Retail Lessons From Amazon: How Dealers Can Avoid Becoming The Next Blockbuster
Industry Happenings |Nada 2020 - A Quick Look Recap
Fixed Operations Trading Dollars For Service And Trading Service For Dollars
Digital Dealer - April 2020 - CT1
Digital Dealer - April 2020 - CT2
Digital Dealer - April 2020 - Digital Dealer - April 2020
Digital Dealer - April 2020 - Cover2
Digital Dealer - April 2020 - 1
Digital Dealer - April 2020 - 2
Digital Dealer - April 2020 - 3
Digital Dealer - April 2020 - 4
Digital Dealer - April 2020 - 5
Digital Dealer - April 2020 - Up To Speed|Tech, Dealer News, & People On The Move
Digital Dealer - April 2020 - 7
Digital Dealer - April 2020 - Direct From Facebook |Q&A With Facebook
Digital Dealer - April 2020 - 9
Digital Dealer - April 2020 - Fixed Operations Fundamentals That Drive Critical Service Customer Retention
Digital Dealer - April 2020 - 11
Digital Dealer - April 2020 - Succession Planning Estate Taxes - Still A Problem For Succession
Digital Dealer - April 2020 - 13
Digital Dealer - April 2020 - Buy/Sell The 2019 Buy/Sell Market In Review And Expectations For 2020
Digital Dealer - April 2020 - 15
Digital Dealer - April 2020 - 16
Digital Dealer - April 2020 - 17
Digital Dealer - April 2020 - 18
Digital Dealer - April 2020 - 19
Digital Dealer - April 2020 - 20
Digital Dealer - April 2020 - 21
Digital Dealer - April 2020 - 22
Digital Dealer - April 2020 - 23
Digital Dealer - April 2020 - Branding Sorry, Your Customers Aren't Buying It
Digital Dealer - April 2020 - 25
Digital Dealer - April 2020 - Analysis What’s Next In Tier 2 Advertising? Making The Case For “Direct-To- Dealer”
Digital Dealer - April 2020 - 27
Digital Dealer - April 2020 - Process & Performance Why Sales Efficiency Needs To Be Your Mantra In 2020
Digital Dealer - April 2020 - 29
Digital Dealer - April 2020 - Branding When Dealership Leads Aren’t Enough To Make Your Month
Digital Dealer - April 2020 - 31
Digital Dealer - April 2020 - Customer Retention Turbocharge Your Owner Retention Program (Orp) Marketing
Digital Dealer - April 2020 - 33
Digital Dealer - April 2020 - Website Less Is More: Optimizing Websites Through Design
Digital Dealer - April 2020 - 35
Digital Dealer - April 2020 - Seo/Sem Google Changes The Google My Business Rules For Car Dealers
Digital Dealer - April 2020 - 37
Digital Dealer - April 2020 - Digital Retail Lessons From Amazon: How Dealers Can Avoid Becoming The Next Blockbuster
Digital Dealer - April 2020 - 39
Digital Dealer - April 2020 - Industry Happenings |Nada 2020 - A Quick Look Recap
Digital Dealer - April 2020 - 41
Digital Dealer - April 2020 - Fixed Operations Trading Dollars For Service And Trading Service For Dollars
Digital Dealer - April 2020 - Cover3
Digital Dealer - April 2020 - Cover4
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