How smart is your new Smart TV? Smarter than you think. Because in addition to cool new features like streaming apps, voice control and Bluetooth compatibility, your TV is doing something else. Tracking every ad view.
As granularity has evolved for digital alternatives such as pay per click, many automotive dealers began to reevaluate the previous effectiveness of their TV and video ad spends in favor of more trackable media. This despite statistics showing total hours of video consumed has been consistently increasing among all age groups, particularly the all-important younger demos.
Now, new technology embedded in your smart TV and other devices provides real-time attribution and tracking of your television (and connected TV) ads along with the viewership activity they drive. Put simply, it is now possible to track what someone does after seeing your dealerships’ TV ad. For example, you can see if someone in a household that just saw one of your ads initiated a subsequent visit to your store’s website. Or, through location services on their cell phones, if someone from that household physically visited your dealership within X days of seeing your ad.
This information also creates exciting new opportunities to improve the effectiveness of your TV and video streaming campaigns through advanced testing. Driven by a combination of machine learning, and other massive-scale 1:1 TV viewership data technologies, it is now possible to access closed-loop attribution and up-to-date metrics based on TV viewership data from millions of households for nearly every automotive brand, allowing comparison of YOUR ad performance against competitors and other industry benchmarks. For example, which creatives, networks, shows, and dayparts do your viewers most respond to? What is the optimal frequency for driving results? What ad tactics and offers drove the most response This massive data pool means you can now leverage the compelling attributes video advertising provides directly to your business KPI’s in a way never before possible.
Already available to national advertisers, access to this new attribution data is now being rolled out on a market by a market basis for use by local dealerships. To learn the status in your market., search ‘attribution TV’ or contact us for more information.
Ed Steenman is owner of Steenman Associates that provides traditional and digital media services to automotive dealerships and dealer groups nationally. An internationally recognized writer and presenter on social media and digital strategies, Ed Steenman and his team have been on the 'bleeding edge' of the digital revolution both presenting and implementing digital strategies for a diverse group of clientele. Recent engagements include keynotes and breakout sessions for Volkswagen of Mexico, the Associated Equipment Dealers Lawson Executive Summit in Chicago and others.
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