Car brands produce some of advertising’s most interesting television campaigns, but it’s not always easy for their local dealerships to capitalize on them in a relevant way.
Although regional dealership groups get access to the same high-quality creative assets that run during the Super Bowl, these ads rarely contain the specific information that moves people from their couch to the showroom. A Honda ad that runs nationally during Monday Night Football might convince viewers that the CR-V is the best SUV on the market, but it doesn’t necessarily highlight the features that are most relevant to each individual person—not to mention where they can buy that vehicle, how much it costs or what specials are happening at their local dealership.
In order to combat this problem, TriHonda, a regional dealer group across New York, New Jersey and Connecticut, knew they needed to focus on targeting their local community with Honda’s national advertising campaign. With such a wide geographic footprint, TriHonda was looking to transform its national assets into a localized automotive marketing campaign that could give customers relevant dealership information based on their location. Given the intensely competitive auto marketplace, it was equally important for TriHonda to woo in-market shoppers before they settled on a rival brand.
TriHonda turned to Eyeview to solve this marketing problem. Together, they launched a digital video campaign that generated nearly $1.5 million in incremental profit for TriHonda’s dealerships.
This level of success can be replicated for dealer groups across the country, but they need to follow these three steps:
Step 1: Find in-market car buyers
For this campaign, TriHonda and Eyeview used information from third-party data providers like BlueKai and Datalogix to identify people who lived near one of TriHonda’s dealerships and were in the market for a new car from Honda or a competing brand.
With programmatic technology, TriHonda could then target the individuals they knew were most likely to purchase their products. By using Eyeview’s VideoIQ technology, which merges company and third-party data to deliver the most relevant, optimized version of an ad to each viewer, TriHonda was able to reach these people across desktop and mobile devices, wherever they spent time online.
TriHonda was also interested in connecting with car-buyers who might be in the market for competitor brands and models, so the Eyeview team put together a data-driven conquesting strategy to win over customers who might otherwise have purchased a car from a rival manufacturer. Again, the team used data from third-party data to find their target audience—in this case, people who expressed interest in buying certain models from a competing brand.
Step 2: Build personalized creative
Of course, getting people to watch the ads wouldn’t have done much for TriHonda’s business if the dealership group didn’t also have quality automotive video content to show them. With VideoIQ’s dynamic video renderer, the team turned the original national TV assets into more than 8,800 highly personalized creative ads. These ads were shown to more than 8 million viewers based on that individual person’s demographics, past purchase behavior and expressed interests and needs.
For every piece of content served during the campaign, VideoIQ added the appropriate information and messaging most relevant to each consumer, allowing them to make an informed purchase. In addition to highlighting certain product features like fuel efficiency and trunk capacity based on what would be of most interest to the viewer, the new automotive video ads displayed local pricing and specific offers available at the dealerships in the viewer’s area.
When it came to audience members that were looking at rival manufacturers, the viewers were served personalized ads containing feature checklists that favorably compared Honda’s corresponding model to the one they had been considering.
Each ad concluded with a customized map directing viewers to the three nearest dealerships to their location.
By combining granular data insights with sophisticated marketing technology, each TriHonda ad contained information that resonated with each individual consumer, making them more likely to come into a local dealership and actually purchase a vehicle.
Step 3: Calculate results with sales data
Most technology providers measure success based on how many people saw or clicked on a given ad campaign. But what matters most is how the campaign impacts real sales.
With the help of J.D. Power, Eyeview was able to match car sales at TriHonda locations to the users who were exposed to the dealership group’s automotive video campaign. By comparing the number of TriHonda vehicles purchased by the exposed audience to the number of cars bought by a control group who did not see the ad, Eyeview was able to figure out exactly how many sales the campaign was responsible for.
And the results were impressive. Over the course of the campaign, people who saw TriHonda’s personalized messaging were 29 percent more likely to purchase Honda than those who hadn’t seen a personalized video. In three months, Eyeview helped TriHonda move an additional 912 cars off its lots. Overall, the campaign generated a $7.83 return on every dollar spent, leading to incremental profits of nearly $1.5 million. Of that total, a whopping 88 percent came from the sale of models featured in TriHonda’s advertising.
With dynamic messaging and intelligent targeting, Tier II auto groups now have more options with their national brand assets, enabling them to supercharge creative with personalized information that brings consumers to their local dealership—and ultimately drives sales.