If you’re not taking YouTube into account, you’re underutilizing a valuable resource that can have a significant impact on your dealership’s marketing reach.
How significant are we talking?
How about 2 billion? That’s right, according to YouTube internal numbers, 2 billion users log in to YouTube each month. That puts the potential for 2 billion pairs of eyes to view your marketing message. Make sure it’s there for them by using YouTube to your ultimate advantage.
The Power of YouTube
Since 2016, video has accounted for 20 percent of all digital growth – with YouTube being the most prominent player on the field. As the reigning king of all video platforms, YouTube racks up billions of views and billions of hours each month.
YouTube further entices marketers with the promise of 95 percent viewability and 95 percent audibility – the highest of both on the web, with the industry average being just 66 percent, according to data from Google and DoubleClick.
The past year has seen more and more people “cutting the cord” with traditional cable, enriching the potential of the marketing world beyond TV ads. Harness the power of YouTube by putting your dealership’s messaging exactly where it needs to be – in front of your open and receptive in-market audience.
Reach Your In-Market Audience
YouTube allows you to reach your potential customers before they set foot on a dealership lot, targeting in-market shoppers more effectively than broadcast, cable, and streaming channels as well as popular industry sites like Autotrader and Edmunds. When you combine the powers of TV and YouTube at the same time, your reach can hit a whopping 96 percent.
A Nudge in the Right Direction
Online video can drive those in-market shoppers who are viewing your ads on YouTube to take action – whether that action is visiting a dealer, watching more videos, or searching online for more information. The number of auto shoppers who say an online video helped them finalize their purchasing decision is on the rise. So clearly, if you’ve got prospective customers viewing several ads across several brands and several dealerships, it’s incredibly important for yours to be the one that captures their attention, sticks with them, and entices them to take the next step. Research shows that your YouTube ads are driving customer behavior – and that’s a very good thing.
Make Your Online Ads Count in 2020
Now that you see how critical the role online advertising plays in reaching, retaining, and encouraging customers to make important decisions, you’ll be prepared to head into the new year with YouTube in mind. And while the video platform is undeniably a major player, its power is only amped up when you roll it into your full-service marketing approach.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive Merchandising.
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