Display and Video / April 15, 2014 / By Erin Martin
Turn Passive Viewers Into Active Auto Shoppers with Interactive Video
While consumers in general are spending more time online and with mobile devices, auto shoppers on average are more likely to own smartphones, stream video, and to watch digital video commercials than non-auto shoppers. 82% of auto shoppers are on the market for less than three months, and over this time period they use 8.1 digital information sources on average to do their research. Incorporating interactive features that anticipate consumer behaviors is a powerful way to make media budgets go further and turn passive viewers into active auto shoppers.
Providing rich and immersive in-ad-unit experiences gives brands the opportunity to present information to auto shoppers in the way that best tells each model’s story. Features such as Customizer allow users to change various elements of a car, including color, decals, and wheels, and see the results.
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75% of auto shoppers are likely to own smartphones relative to only 54% of non-auto shoppers. Building mobile friendly features, such as ‘tap to call a dealer’ into mobile auto ads can increase viewer response rates.
37% of auto shoppers use social media sites to research auto purchases. Incorporating social features, such as PowerShare, into video ads allows advertisers to gain earned media by making it easy for viewers to share compelling ads on social sites.
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As local dealer groups augment brand focused media with direct response advertising strategies, they can drive local traffic with geo-targeted features such as maps and directions to closest dealerships, and generate leads with a lead capture form.
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Over half of auto shoppers now watch 30 minutes or more of online video while researching auto purchases. Given shopper interest in this medium, auto advertisers can give customers access to longer and more videos within basic 15 and 30-second ad units. Video gallery allows advertisers to share a number of videos within a single ad unit. Extender allows advertisers to give viewers the option to view long form videos that extend beyond the standard pre-roll blocks.
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