Business information written specifically for newspaper advertising departments

Video Content Is the New King

Create engaging automotive advertising using interactivity
Video advertising from automakers is a proficient manner in which marketers can engage their customers

Video content is everywhere and interactivity is seemingly the new foreground for advertising. Now, auto marketers are beginning to clearly see the benefits of including the new media facet through a traditional marketplace — your newspaper. As the trusted source in advertising, incorporating video into your websites and mobile platforms allows you to increase revenue while appealing to viewers and marketers alike.

At a J.D. Power & Associates Automotive Internet Roundtable, results from data provided by Adap.tv showed video advertising from automakers is a proficient manner in which marketers can engage their customers. Providing a platform for said marketers’ leads to increased revenue potentials for the newspaper classified departments nationwide.

So what’s driving automotive video advertising? Positioning is a key factor. The location and optimization of the short video on a web-only or mobile platform brings engagement and interactivity to screens of all sizes, giving the viewer optimal opportunity for full engagement. Position the video ads on the home page or the landing page of your automotive section. Incorporate the interactive ad before stories — although the ad must remain quite short in order to be received positively by the audience rather than viewed as a nuisance.     

Regional targeted ads also increase the engagement levels of your viewers, says Adap.tv. Localization has always been a high priority for newspaper classified advertising, and the inclusion of interactivity proves to be no different. Studies show that “two out of three automotive video ads are regionally targeted to support local dealers, with 43 percent of spend[ing] going to non-geographically targeted ads, down from 50 percent last year,” Adap.tv says as reported by Media Post Communications’ Marketing Daily publication. They continue by saying the automotive marketers who used video formats for their advertising saw a 20 percent increase in the completion rate of viewership. Local ads provide relevancy and allows viewers to connect with the campaign, leading to a generation of sales for the auto marketer and further evidence of the efficiency of utilizing the newspaper’s multiple media platforms for classified advertising.  

When there are fewer steps, fewer barriers in the consumer pathway to purchase, there are fewer drop-offs,” says the senior director of strategic planning for Adap.tv

Making the ad as user-friendly as possible aides both the marketer and the viewer. Giving the viewer fewer hoops to jump through in order to purchase the vehicle leads to a higher rate of obtainment. “When there are fewer steps, fewer barriers in the consumer pathway to purchase, there are fewer drop-offs,” says the senior director of strategic planning for Adap.tv. He continues, “If you can make it easier for them to configure a car, they are 90 times more likely to purchase the car. And if they actually take a test drive, it’s 180 times more likely.”

Video advertising gives the auto marketers what they want with interactivity and, if done properly, increases engagement and viewership rates for advertising. Short video ads are the most beneficial; no ad should ever be longer than 30 seconds. More appropriately, an ad should last between 15 and 20 seconds for the best absorption rates.