- Apr 20, 2009
- 740
- 775
- Awards
- 11
- First Name
- Ryan
Respectfully, worrying about Vehicle Top Ads hurting future VLA performance is like worrying about the possibility of getting a flat tire when your car is on fire!
Vehicle Top Ads is a beta and only OEMs can participate. The concern is that it may have an adverse effect on VLA performance, time will tell, but you know what is DEFINITELY having an adverse effect on your VLA performance right now?
Competing with your "partners" that are using YOUR inventory AGAINST you!
Do a few "near me" searches for vehicles you have in inventory. Scan that VLA grid and look for ads run by Cars, Carfax, Autotrader, Truecar, CarGurus, Auto List etc, with your city as the location. Click that ad and you'll see why an OEM only beta shouldn't be keeping you up at night.
Your 3rd-party "partners" are fishing out of your tackle box. They're using your inventory as bait to draw consumers to an SRP that introduces them to every competitive vehicle in the market.
Vehicle Top Ads should NOT be your top concern... Your car is on fire... stop worrying about potential flat tires.
If you'd like to discuss strategies and tactics to prevent this, reach out. I'd be happy to share a resource with you.
PS. I'm not anti-3rd party, shoot, I worked for three companies that had marketplace listings and still have friends there. They have a place in the marketing mix, but I firmly believe that place is not VLA with YOUR inventory.
Vehicle Top Ads is a beta and only OEMs can participate. The concern is that it may have an adverse effect on VLA performance, time will tell, but you know what is DEFINITELY having an adverse effect on your VLA performance right now?
Competing with your "partners" that are using YOUR inventory AGAINST you!
Do a few "near me" searches for vehicles you have in inventory. Scan that VLA grid and look for ads run by Cars, Carfax, Autotrader, Truecar, CarGurus, Auto List etc, with your city as the location. Click that ad and you'll see why an OEM only beta shouldn't be keeping you up at night.
Your 3rd-party "partners" are fishing out of your tackle box. They're using your inventory as bait to draw consumers to an SRP that introduces them to every competitive vehicle in the market.
Vehicle Top Ads should NOT be your top concern... Your car is on fire... stop worrying about potential flat tires.
If you'd like to discuss strategies and tactics to prevent this, reach out. I'd be happy to share a resource with you.
PS. I'm not anti-3rd party, shoot, I worked for three companies that had marketplace listings and still have friends there. They have a place in the marketing mix, but I firmly believe that place is not VLA with YOUR inventory.
