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Does TV Advertising Still Have a Role in Car Sales?

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#22
Molly Curry said:
Hello Everybody. This article was in my feed today. I'd like to know what you think.

Study shows that TV Advertising remains as a huge sales motivator for car buyers, even in today's Digital Age.

http://www.forbes.com/sites/dalebus...uyers-even-in-digital-era-study/#58d8f9901b84

Especially the following statements:

"TV is going to light up their online instruments and fill dealer showrooms with traffic"
"TV carried the most influence of all media throughout their decision process"

What do you think?
Does TV still deserve a portion of your marketing budget?
Click to expand...

I think that as TV becomes a more specifically targeted media (coming with more advanced boxes) we're going to see a resurgence in its effectiveness.
 
#23
#25
knielsen said:
I think that as TV becomes a more specifically targeted media (coming with more advanced boxes) we're going to see a resurgence in its effectiveness.
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I would agree. I started a project for the first automotive marketplace for Smart TVs. It depends on how you define "TV", as there are wired devices (obviously). Call me crazy, but I see a future in a system that catches leads from Smart TV adverts (natively). Not through Shazam or external phone tracking or typing a URL into a mobile device, but one click of a wand with (pre-stored) data.
 
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#27
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#28
There is absolutely a place for TV in a dealer's' advertising mix in my opinion. The way that I used to measure or prove that it had an influence was using the Annotations feature in Google Analytics. Our agency would send me the scheduled dates of the airtime for our TV spots for all of the stores. Enter those dates into GA as annotations and you will clearly see that during the time you are on the air, your website traffic will increase. In our case it increased quite a bit over any other time of the month. Do this for a few months and then run your report in GA and you should definitely see the spikes in traffic during your annotated times. You can also look at the list of Secondary Dimensions in the dropdown area and choose "Time" then "Hour Of Day" for the annotated times. More times than not you should see that this increase in traffic came during the times of day that your ads were running. Further proof of the multi screen world we live in! Hope this helps.
 
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#29
Bill Simmons said:
There is absolutely a place for TV in a dealer's' advertising mix in my opinion. The way that I used to measure or prove that it had an influence was using the Annotations feature in Google Analytics. Our agency would send me the scheduled dates of the airtime for our TV spots for all of the stores. Enter those dates into GA as annotations and you will clearly see that during the time you are on the air, your website traffic will increase. In our case it increased quite a bit over any other time of the month. Do this for a few months and then run your report in GA and you should definitely see the spikes in traffic during your annotated times. You can also look at the list of Secondary Dimensions in the dropdown area and choose "Time" then "Hour Of Day" for the annotated times. More times than not you should see that this increase in traffic came during the times of day that your ads were running. Further proof of the multi screen world we live in! Hope this helps.
Click to expand...
That's a great hack that's for sure (I think you might have mentioned that before), but if you've the budget I'd use a dedicated TVA product.

http://wywy.com/products/tv-analytics-dashboard/
http://www.experian.com/marketing-services/television-analytics.html
https://www1.vizury.com/TV-analytics
http://www.clarivoy.com/products.html (automotive)
"No more guessing whether your TV advertising actually influences your buyers. Shows if buyers were in fact influenced and connects the dots between the TV ad and the customer shaking your hand."​
 
#30
TV broadcast advertising is in big trouble. Disruption is reaching a 'tipping point'.
  • Everyone is time shifting. Sports is the last venue that's watched real time.
  • Cable subscribers are "cutting the cord" at an alarming rate. THE BEST DEMOS ARE CUTTING CABLE 1st.
This doesn't mean TV broadcasting is dead, it means it's ability to deliver eyeballs is eroding. From an advertiser's POV, TV's costs need to fall to bring ROI equations out of the red.


p.s. If I was a CMO in a dealership that 'carpet bombs' TV, I'd create a multi-year time line looking at my campaigns vs a historical report of credit scores. Goal: Create a TV Traffic Quality Score.
 


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