2017 has come and gone, and there’s never been a better time to ensure you’re maximizing your automotive video presence.
At Graham Oleson, we are constantly looking toward the future for techniques to help dealers succeed. Here are some of the top video marketing strategies that you should be keeping an eye on in 2018.
Reaching Cord Cutters
Less and less people are subscribing to cable or satellite. Younger generations are skipping straight to streaming services on devices such as Roku, Apple TV, Chromecast, and PlayStation Vue. Cord cutting is becoming a staple for TV watching. This is causing other popular content providers to think of ways to appeal to this demographic. For instance, YouTube has created a live streaming service where customers pay for access to popular channels, including local news in order to gain access to cord cutters.
Over the Top (OTT) advertising allows you to reach these cord cutters, delivering your ads straight through the streaming services they are using to watch their favorite content. Graham Oleson was one of the first automotive agencies to utilize over the top advertising by partnering up with Roku and allowing our clients access to this demographic. In fact, we noticed a 50% increase in pre-roll viewer engagement through our OTT ads over alternative advertising methods.
A Six Second Story
We are also expecting bumper ads to gain more traction in 2018. Bumper ads are six seconds and are usually found on YouTube, however they are used in traditional media as well. These small six-second ads are great in boosting reach and frequency. According to a study of 300 bumper ad campaigns, 90% were shown to be effective in enhancing ad recall when combined with longer format and more traditional pre-roll ads.
Although it may seem impossible to condense your message to a six second video format, brands like Old Spice, Duracell, Google, Mercedes-Benz, and others have been able to utilize this format to increase their brand awareness. By using humor, wit, and a bit of ingenuity they have created engaging micro-ads that minimize interruptions to a person’s viewing habits. Best of all they are affordable for most advertisers, and its short format means that it’s not skippable. These can also easily complement a larger traditional or pre-roll campaign.
Six second ads are not just for digital platforms, you may have already seen few examples of six second ads when your favorite team hits the field on Sundays. Sporting events have started implementing six second ads during lulls in football or baseball games. Either online or on the field, six second bumper ads are transforming the online video landscape.
To find out more about how you can incorporate these video executions into your 2018 campaigns, call or reach out to one of our advertising experts! We are always looking at ways to drive advertising forward.