For several years, automotive brands have been leading the way when it comes to recognizing the immense value of the local TV ad space, using it for hyper-targeting, differentiating creatives and to drive performance.
When it comes to investing in local, BIA Advisory Services has reported that, of the $15.8 billion that auto has reserved for local TV ad spend this year, 23% will be devoted just to local broadcast.
Tier 1 through 3 auto advertisers leverage local TV to drive significant website traffic, including searches like “customize your car” or “find a nearby auto dealer.” This type of action is considered a lead, as it ultimately causes an in-person dealership visit—the lifeblood of auto sales (and website lift works as a proxy for purchase).
Local is also critical to auto brands maintaining a long-term, trusted relationship with customers, whether these spots inspire things like selling in repairs or simply staying “top of mind” for a future car purchase.
As part of a larger conversation on maximizing local TV in 2020, TVSquared’s CRO and EVP, Jo Kinsella, and Danielle DeLauro, EVP of the VAB (Video Advertising Bureau), recently discussed why local remains such a major channel for auto.
Listen below to hear their insights, which include specific examples of auto brands that have found success with optimizing and measuring their local TV ad campaigns.