The Tide Is Turning for Auto Dealers

Dealerships increasingly want listing-based video display ads over traditional ones. Their end goal is not just to drive traffic and name recognition but to garner mega-hits on their current inventory. Traditionally, display advertisements showcase an overall brand…the OEM makes (like Ford or Chrysler), dealership name or local dealer association. These ads work well if you have a specific offer like “Zero dollars down” “Special Financing” or “Holiday Sale” but don’t let the buyer drill down to the actual listing level inventory within the ad unit itself. This is where Liquidus’ listing level bannerlink ad units come into play. For example, our Non-expanding Bannerlink can play a marketing video or commercial highlighting the brand and then showcase every on-the-lot vehicle offered allowing the consumer to shop in the ad unit without ever leaving the page. This isn’t new, what is new is the ability for OEMs or Tier 2 groups to get hyper-local with the listing inventory on a multiple-dealer basis. For example, if Jeep wants to highlight their new 2013 Grand Cherokee nationally, the ad unit would be geo-targeted to the consumer and pull in inventory from the closest dealerships in their area. They run one national bannerlink campaign, like this Tier 2 Carousel, that showcases their featured vehicle in local markets.

Research is showing that, while consumers appreciate OEM model-level video, they much prefer to see video of the actual vehicles (new or used) that are on the lots that they can purchase today. Bannerlink is making that possible on a large-reach basis.