Thanks to audience targeting and the vast amounts of data collected from streaming services, car dealerships can catch people when they’re researching car features or browsing online inventories. Unlike traditional TV commercials, streaming car advertisements can be placed directly in front of people with intent to buy, using data and consumer behavior to make ads more relevant. This means that advertising on streaming services can in fact get more people to visit your showroom in person.
In this article, we’ll discuss how car ads on streaming TV work, how they impact marketing for the automotive industry, and how the right streaming TV advertising company can help drive more in-person traffic to your dealership.
How Car Advertisements Have Changed Over Time
For decades, car ads followed a familiar formula that included polished shots of new vehicles speeding down empty highways, often with a voiceover, limited time offers and the logo on the screen at the end. These commercials were commonly played during sports broadcasts or on news channels when the most number of people were likely to be watching.
Over time, this model has become less effective. Today, many people have switched away from traditional cable TV to streaming platforms like Netflix, Hulu and YouTube TV. Streaming has changed the way we consume content, and more importantly, how we respond to advertisements. Now, car ads are shorter and snappier, designed to run on streaming services as opposed to TV. In many ways, they have also become more effective.
Can TV Car Ads Really Drive Dealership Visits?
Before investing in streaming TV car ads, it’s reasonable to wonder whether they’ll actually drive visits to your dealership and if so, how you can measure the results through things like test drives, foot traffic and sales. In short, car ads really do drive foot traffic, and the results are measurable. Here, we cover how effective streaming TV advertising can impact your dealership.
Drive Awareness
Most platforms let you target people geographically, meaning your car ad will only show to people in your immediate area. This is important because it means you’re not wasting money advertising to someone three states away, but rather getting locals to notice your dealership.
Build Brand Recognition
Streaming viewers tend to watch with more focus rather than channel surfing. If they keep seeing your dealership’s ad before their favorite shows, you’ll be at the top of their minds. That brand recognition can make a big difference when they’re finally ready to walk into a showroom, since people are more likely to visit dealerships that seem familiar.
Promote Offers
If you have a summer sales event, a special lease deal, a new model in stock or a promotional offer, streaming ads are a great way to get out the word. They’re fast to produce and update, so you can run time sensitive campaigns without having to wait on a media schedule.
What Makes a Good Streaming Car Ad?
We know that streaming car ads are different from traditional TV ads, but what does that mean for you, and how can you make sure your ad stands out? Here, we cover how to make a great car advertisement for streaming platforms.
Use a Hook
Ideally, you’ll want to capture your audience’s attention in the first few seconds of the video. You can use a hook like a deal or catchy phrase to prevent people from looking away.
Highlight Your Local Connection
Mention your dealership name and city to reinforce the idea that you’re right nearby.
Make Your Offer
There are many types of deals you can offer to grab people’s attention. No matter whether you’re offering 0 percent APR, $2,000 off, or something else, make the hook clear and obvious.
Keep It Short
Aim for your video ad to last no more than 15 to 30 seconds. People have short attention spans on streaming, and you want to get your message through quickly.
Strong Call-to-Action
If you want people to take action, make sure to include the next steps like “Schedule a test drive today,” or “Come see what’s new this weekend.”
Choosing the Right Streaming TV Advertising Company
Even if you have great cars and catchy ads, streaming TV isn’t always easy, and many dealerships end up wasting money on ads while they try to figure out what works best for them. That’s where a good streaming TV advertising company can make a difference. With the right partner, you can identify your local audience, produce car advertisements for digital platforms, and understand which streaming services like Hulu, Roku or Pluto TV are best for your goals. Additionally, streaming TV advertising companies can provide reporting so you can see how many impressions, clicks and walk-ins your ad actually brings in, helping you adjust your ad creatives to optimize for yet more traffic.
Not sure where to start? Dealer Stream offers automotive videos and support for streaming TV. With our experts, you can reach your ideal audience, engage them with compelling content, and drive results.
Tips to Get More Foot Traffic from Streaming Ads
If you’re ready to get started, here are a few tips to make the most of your ad spend.
First, we suggest pairing your streaming ads with paid search and social media campaigns. This is because someone who sees your ad might Google your dealership next, and having these extras will expand your reach.
Next, have a strong landing page. If someone clicks on your ad, it’s important that they land somewhere helpful, like a current deals page that makes it clear what action they should take next. If you’re running a specific ad for a certain car model or to promote a deal, make sure your sales team knows the details so that when someone contacts you, you’ll be ready.
Finally, it’s important to continuously test and adjust your ads as you go. Run A/B versions of your commercials to what messages pull in the most visitors and adjust from there.
Learn More About Advertising on Streaming Services with Dealer Stream
Ready to learn more about advertising on streaming services? Here at Dealer Stream, we offer streaming-first ad campaigns built specifically for car dealers. We combine curated CTV/OTT ads, audio and car dealership videos, and performance tracking, all optimized to drive sales. If you’re interested in learning more about our car dealership marketing services, contact us today.