How Mobile Video Can Drive Advertising Success in the Auto Industry
The automotive industry is extremely well positioned to engage consumers through mobile video advertising.
The automotive industry is extremely well positioned to engage consumers through mobile video advertising.
Because buying a car is a major purchase that is inherently emotional for consumers, and people are already using their mobile phones as part of the car-purchasing process, no other medium is better suited to reach prospective car buyers than mobile video.
Auto brands are clearly aware of the power of mobile campaigns, which explains a recent study that saw 160 percent growth in mobile video ad spend by automotive advertisers in the U.S. and you can expect that this same general curve would apply globally.
Now, let’s delve deeper into why auto brands aren’t thinking twice about adding mobile video ads to their marketing mix.
The opportunity to engage consumers through mobile video advertising is at an all-time high. Recent industry studies show that people are already comfortable using their mobile devices as part of the process for selecting and buying a vehicle. For example, eMarketer recently cited a survey conducted by three separate companies in which 34 percent of respondents credited mobile video ads for spurring on the research process that eventually led to a purchase.
And BSSP, MINI USA, and Tremor Video recently collaborated on a study in which 57 percent of auto consumers reported that mobile video ads were an important resource during the discovery phase of their car purchase.
Because mobile video ads are dynamic and immersive, they are better suited than banner ads to tell the brand story of an automobile, engage consumer emotions, and address important issues like safety or technology. When you consider that a car is such an aspirational purchase for many people, it is hard to underestimate the presence it has in their life both when they are considering a purchase and after they own it. Similarly, marketers need to ensure that same multi-channel brand presence across their ad campaigns, so the cars that appeal to consumers in ads when they are watching TV or reading magazines are also being directed to them when they are enjoying mobile videos.
Now that advertisers can target mobile video ads that are relevant to the content with which consumers are already deeply engaged, the possibilities are endless. And when advertisers effectively speak to user emotions, the result is increased engagement.
For the youth and Millennial generations of India, mobile is their dominant platform. So, if you want to reach this group, which has both purchasing power and willingness to spend, mobile is the best place to reach them. Plus, mobile users tend to be more engaged than their non-mobile counterparts.
According to a report by Unruly, consumers who watch video campaigns on their smartphone or tablet are close to three times more likely to click through to a brand’s website than those on their laptop or desktop.
With increasing advertising budgets to support greater innovation, auto brands jumped on the mobile bandwagon and are seeing impressive results, even beyond just appearing more savvy for having tapped into mobile early on. For example, Ford recently featured its new Figo as pre-roll in a high-impact rich media mobile unit that received an average of 7,000 daily views and a 2 percent click-through rate (CTR).
But this innovation is not limited to Ford. And because cars are such a unique purchase, online can only go so far. At a certain point, people do their research online, but when they are getting closer to a purchase, they want to go for a test drive, experience the feel of a car, and see the practical side of the car in which they are interested.
But there are ways to reach consumers at that stage, too. Toyota Central Atlantic saw a 45 percent increase in foot traffic from a mobile ad campaign that targeted in-market buyers who had previously visited a competitor’s dealership.
So what’s the bottom line? All signs point to the fact that auto consumers consider mobile video ads as a valuable tool in the car-buying process. Auto advertisers recognize the power of mobile video ads to engage and persuade their target audience – and they’re capitalizing on it – and multi-channel campaigns with mobile video are a critical component of a successful branding campaign for the automobile industry, as well as every other industry.
Image via Shutterstock.