There are several ways in which auto dealers make use of digital ads in order to urge business into their dealerships and increase sales. The automobile industry is one of the top leading productions that advertisement thrives off of. Whether it be hearing or seeing promotional advertisement through commercials on television, radio ads, letters you receive via email or mail, or promotional offers sent out for free oil changes with any maintenance service from a local vehicle dealership. The ads are limitless! Going into specifics, here are some ways the automobile and manufacturing companies are using leading-edge technology to better target their audience.
The first tactic, advertising through Amazon. Amazon is a great source for reaching out to people, not just for placing ads for shoppers to see when shopping on Amazon.com, but they are also able to reach more through other websites that are owned by Amazon. These properties include IMDB.com, Fire TV, and Db.com. Not to mention, the several other pages and apps on the web Amazon has partnered with. This information Amazon and their partners have acquired over the years of all your vehicle attractions are how they are able to know precisely what type of advertisement to sell you on. For instance, when customers enter details about their current cars to search for parts and accessories, they can then target to them of that specific make of vehicle. Amazon Vehicles and Amazon Garage are both major advantages for advertising for automobiles and are example of websites that can collect details of your information that aim more towards automobiles. This is called Behavioral Targeting. Another way to target the correct audience is through Custom Audience Matching and Lookalike that uses a data list of addresses such as emails or home addresses and then match these addresses to people who use Amazon. This way they will be able to present to these certain users’ different ads and videos across Amazon or all of the other properties owned or partnered with Amazon. Dealerships can keep record of information of guest coming into test drive a car or receive service made on their vehicle but have never purchased a vehicle through them. Also, people who have leases coming to an end or have purchased a car from them from several years prior. These are all great ways for dealerships to find their targeted audience.
A newer attraction of the hotter commodities in advertising today are Social Mirror ads. Social Mirror ads are able to take Social Media post and mirror the same look of it. It then takes the content and post it to thousands of other websites targeted specifically to people they would like to reach. They can target people through various strategies including what we had mentioned prior. Behavior Targeting, Artificial Intelligence, Keyword Targeting, and Retargeting. Social Mirror ads are highly recommended to dealerships who uses several different platforms of social media such as Facebook, Instagram, Twitter, Pinterest, Snapchat, TikTok, and so on. These ads look like social media post but can be utilized to take the consumer to the advertiser’s home page, to any of the business pages on social media, or directly to the particular post on social media that it’s replicating.
Native Ads can be used as another strategy within the realm of automotive advertisement. Although, not as recognized as much as some of the other products out there within the dealerships, it still has some useful features. The ads can present videos and they can also match the same type of appearance as the context of the website. The ads intergrade themselves to hide their appearance which strays away from the standard ad look. This tends to give Native ads a better engagement rating with consumers. Another great thing about Native Ads is that they can do the same type of targeting approach to consumers as Social Mirror ads. It is able to use A.I., Keywords, Behavior Targeting, and Retargeting strategies.
The best product that car dealerships tend to favor is Mobile Conquesting. This product is able to pick up on behaviors online or offline and can pick up on locations through Geo-Fencing or Geo-Retargeting. Geo-Fencing can contribute ads to a small specific group in a certain area. Geo-Retargeting can then follow the certain people who have left the Geo-fenced area to send ads. Address Targeting and Address Retargeting is another feature of Mobile Conquesting. This is where they will be able to take a list of targeted individuals and continue to send ads through their mobile device even when after they have left their home and went to work or to the store. It can even track on-site drop-ins so dealerships can see how many people saw their ad and then came to their business.
Video Ads are the highest kind of advertising. Video Pre-Roll as well as Over the Top (OTT) are able to reach audiences who do not have regular television cable by users streaming videos online. Also, integrating of A.I. and Behavioral Targeting as well.
Facebook and Instagram are a convenient way to advertise. These platforms allow businesses to customize their audience by taking list of information such as email addresses, phone numbers, names, and public addresses of individuals and then transmitting that information into the social media platforms to strategize who their audience is.
Online Audio ads are a great strategy for people tuning in to online audio content. Users hear these ads come on when listening to music through audio platforms such as Spotify, iHeart Radio, and SoundCloud. Ads can also be heard while listening to sporting games and podcast as well. Using Behavioral Targeting and A.I. strategies can help get the furthest reach to consumers through audio content. Online Audio ads can target particular individuals better compared to traditional radio listeners and the growth of Smart Speakers that use these online audio platforms have gotten to be in every household as well.
Cross Platform Targeting is another alternative. This is for targeting the same users on several different devices. For instance, a user can see one ad on their phone on Facebook and then later check their Facebook on their desktop and see the same ad. Cross Platform Targeting is great because consumers don’t tend to fill out long documents or do credit checks on their mobile devices. There are a variety of different ads that Cross Platform Targeting can use including all types of Display, Native Display, Social Mirror, Video Pre-Roll, and Social Media Advertisement.
These are the many ways that the auto industry can target consumers with digital advertisement. The next time you hear an ad over the radio or see an ad on Facebook you now know how it’s done!
