Advertising/Marketing

KIA makes UnityWorks certified video advertiser

MINNEAPOLIS  - 

UnityWorks has been named KIA’s latest certified video advertising provider through the brand’s KIA Digital Certified Solutions program to provide turnkey, dealer customized video campaigns featuring model-specific creative for Kia models via Double Click, YouTube and Facebook advertising platforms.

The campaigns are specifically designed to target “in-market” auto intenders who are within a 25-mile radius of a dealership, according to UnityWorks.

“One of the reasons why we selected Unityworks was based on the exceptional results that we achieved from our test campaigns last spring in select markets across the country,” KIA Motors America digital planning manager Amber Ewell said in a news release.

“During that time we received view and click rates that were well above industry averages, and Google search interest for pilot dealers increased by 59 percent year-over-year. Not only was it highly effective in reaching auto intenders, but it was very cost-efficient too,” she explained.

UnityWorks’ packages include dealer-customized model video ads, a selection of campaigns on media platforms such as DoubleClick, YouTube, Facebook and Instagram and a Full Line Kia Video Showcase to serve as the primary destination for click-through action within a dealer’s site.

“We’re delighted to partner with Kia and their dealers to offer an end-to-end, multi-platform video offering that nicely complements search activity, reaches prospects on their mobile devices, and will help drive more traffic to dealer websites and ultimately more retail sales,”  added Tim Copacia, UnityWorks executive vice president.

CDK adds SpinCar to partner program

NEW YORK - 

SpinCar announced Monday that it has joined the CDK Global Partner Program and is now part of a marketplace made up of 300 partner companies that offer more than 400 different applications for auto dealers.

“We are very excited to be a part of the CDK Partner Program as we continue on our mission to provide innovative tools and services to automotive dealers,” SpinCar chief executive officer Devin Daly said in a news release. “This program allows CDK dealers to experience our product suite to its fullest.”

In addition to its Mobile Capture Application, which is designed to boost photographer efficiency and promote higher inventory coverage, SpinCar’s 360-degree Walkaround has delivered dealerships and OEMs 42 percent more leads on average and increased consumer engagement by 56 percent, according to the company.

“We’re pleased to continue expanding the CDK Partner Program with SpinCar’s platform,” said Howard Gardner, CDK Data Services vice president and general manager. “SpinCar is a welcome addition to the Partner Program’s group of vehicle merchandising applications.”

For a full list of vendors and applications currently available through the CDK Global Partner Program, visit cdkglobal.com/partners.

Dominion approved for new Mazda digital advertising program

NORFOLK, Va. - 

Dominion Dealer Solutions is now an approved vendor for Mazda North American Operation’s (MNAO) new Digital Certified Dealer Website and Advertising Program.

Franchised dealerships can now enroll in the Mazda Digital Certified Program and choose from one of Dominion’s selection of website and digital advertising packages.

Dominion’s three website packages include Essential, Excel and Eclipse.

Mazda dealers can also select from different website accelerators such as: My Payment’s lead generation tool, fully-managed search engine optimization, fixed ops content and monthly custom display banner creation.

In addition to a reporting dashboard for various analytics data, the website packages come with a designated digital marketing manager who oversees the needs of Mazda dealers and works to resolve any issues.

“Not only are our websites responsive, but so are our people,” Dominion director of OEM partnerships Ryan Kelly said in a news release. “Dealers appreciate the white glove treatment they receive, the high level of customization, the marketing coordination and cross-product collaboration they get from our seasoned automotive veterans.”

Additionally, MNAO dealers enrolled in the Digital Certified Program can select from Dominion’s digital advertising programs such as: Essentials Search, Eclipse Search with Remarketing, Elite Search, Social Predictive Inventory, Social Dynamic Retargeting and Social Fixed Ops Lifecycle.

automotiveMastermind adds GM data, its 15th brand

NEW YORK - 

General Motors dealerships can now partner with automotiveMastermind to access its technology, the company announced on Tuesday.

The company's technology shows dealers which customers are ready to buy and the reasoning behind their decisions. Its data now includes Chevrolet, Buick, GMC, and Cadillac.

With the addition of GM, the behavior prediction technology provider now has 15 brands utilizing its predictive analytics technology.

"As General Motors' vehicle lineup continues to evolve through 2018 — from the new Buick Regal TourX to the GMC Terrain and Chevrolet Traverse — we can help dealers now precisely target those potential buyers," Mastermind chief executive officer and co-founder Marco Schnabl said in a news release.

Mastermind said it captures thousands of data points from dealer management systems and combines it with what's known as big data.

The big data includes information from social media profiles, financial records, product and consumer lifecycle information and socio-demographics.

"We are looking forward to bringing the success we've had with Cadillac dealers — helping them sell more than 7,000 vehicles in the first half of 2017 — to, Chevrolet, Buick and GMC and are confident the Mastermind technology will help them successfully target and convert the best possible buyers into loyal customers," Andrew Gillman, vice president of sales and marketing for Mastermind, added in the release.

Additionally, Mastermind provides dealerships’ sales teams with highly personalized marketing campaigns and customer-specific motivational talking points on the desktop.

Search Optics joins new Mazda online marketing co-op program

SAN DIEGO - 

Search Optics has been named a preferred provider for Mazda North American Operations’ recently launched Mazda Digital Certified Program (MDCP).

The new program offers Mazda dealers new online marketing solutions designed to increase qualified website visits, attract more traffic to showrooms and provide customers a consistent shopping experience.

“At Search Optics, results always come first – and for MDCP, our priority will be to create customer demand and increase the flow of qualified traffic to Mazda dealer websites and dealership locations,” Search Optics chief executive officer David Ponn said in a news release.

“As a Mazda preferred provider, our qualifications are second to none and include unparalleled experience with the Mazda brand, an innovative mix of integrated technology, and a staff that has earned the automotive digital marketing industry’s highest number of Google certifications,” he continued. 

Search Optics’ collaborative business relationship with Mazda spans nearly a decade.

As one of Mazda’s original preferred co-op program providers, Search Optics has worked with the automaker to develop and implement dealer group websites, according to the company.

“In supporting Mazda and its dealers as an independent digital marketing agency, Search Optics has always steered clear of cookie-cutter digital marketing solutions,” said Ponn. “Instead, we’ve focused on customized approaches that drive stronger results and improve sales. We’re very excited to continue our tradition of success with Mazda as a preferred provider, and we congratulate them on the launch of the new program.”

Additionally, Search Optics also recently worked directly with both Google and the Mazda Western Region to implement a market-wide paid search initiative.

As a result of the initiative, Search Optics said Mazda dealers quadrupled their campaign click-through-rates on Google search pages.

The global digital marketing provider received Google’s 2016 and 2015 Google Channel Sales Mobile Champion Award last year.

Each year, Google presents the award to companies it determines has the highest levels of real-world results based on several quality metrics.

Study: Entry luxury sedans interest up

SAN FRANCISCO - 

Data from Jumpstart Automotive Media's latest shopper insight reports reveals that longer ad campaigns see higher click-thru rates and, athough loyalty has continued to recently drop for entry luxury sedans, the segment remains the No. 1 most-shopped luxury segment on Jumpstart sites.

Interestingly, while loyalty for entry luxury sedans is down 7-percent from the same time last year, according to Jumpstart’s August Path to Purchase report, currently shopper interest in the segment shows a 9-percent increase since last year, as well.

Loyalty also dropped by 4-percent from Q1 to Q2 of this year, according to the report.

“As interest grows in this segment, there’s also competition from other cross-shopped segments that is diminishing loyalty for entry luxury sedan shoppers, such as midsize luxury sedan and midsize sedan,” Jumpstart strategic insights and analytics senior director Aline Hilsabeck said in a news release.

Jumpstart suggests new vehicle and model options within the midsize sedan segment continues to increase competition for shopper interest.

With year-over-year shopper growth of 37-percent, midsize sedans currently make up the highest number of hybrid models, according to Jumpstart.

“All the varying vehicle sizes, as well as alternate fuel options, are giving today’s shoppers a tremendous amount of options to choose from,” added Hilsabeck. “This certainly explains why there is a lot of interest for entry luxury, but why it’s also seeing some of the biggest increases in cross-shopping today.”

Longer ad campaigns' impact on ROI

Meanwhile, in regards to shopper interest overall, longer ad campaigns see higher click-thru rates than short-flighted ones because car shoppers are beginning their research with narrow consideration sets and spending less time making purchase decisions, according to Jumpstart’s "The Long Run: Why Constant Brand Presence Matters" report released in August.

Jumpstart found that most shoppers start their research considering just three brands, two body styles and three models.

Following their research, the report shows that 93 percent of car shoppers make a purchase in about four months, and 68 percent were found to finish within a month, according to the report.

The click-thru rate of one month-long ad campaigns averages 0.06 percent, compared to 0.08 percent at four plus months.

Both two-month and three-month-long campaigns average 0.07 percent.

Additionally, the report shows longer ad campaigns also yield lower costs per visits and visitor.

The following lists how campaign length affects ROI by month:

  • 1 Month — CTR Rate: 0.06 percent, Cost Per Visitor: $30.58, Cost Per Visits: $17.34
  • 2 Months — 0.07 percent,  $19.59, $10.63
  • 3 Months — 0.07 percent, $7.50, $4.01
  • 4+ Months — 0.08 percent, $7.55, $3.71

The report is based on over 4,000 Tier-3 dealer digital marketing campaigns that ran across the U.S. last year, according to Jumpstart.

Online video provider launches ad-serving TV service with AutoDealerNetwork

LAS VEGAS - 

Advertising online video provider Vidillion recently announced its partnership with AutoDealerNetwork.TV to provide dealership customers visiting sales and service waiting rooms with up-to-the-minute news, entertainment and targeted and programmatic ad-serving from Vidillion.

Vidillion allows dealers to both feature their own commercials and block any commercials of their competitors.

The new service’s private live TV network to dealerships includes news, sports, travel, lifestyle, business and weather content from the portfolio of networks provided by Turner, a Time Warner company.

“The AutoDealerNetwork.TV product gives dealerships the ability to feature their commercials- whether that means dealership or auto brand specific spots- while blocking competitor's commercials,” Vidillion president and chief executive officer Tom Engdahl said in a news release. “We feel that is a big deal and really brings a level of targeting into a space that can certainly benefit from local spots hyper-tailored for each market.”

More than 50 northern and southeastern U.S. dealerships took part in the initial launch of the content and monetization network in May.

This year, an additional 3,000 plus dealerships throughout the U.S. are expected to launch the service, according to Vidillion.

“A single AutoDealerNetwork.TV set top box and one TV will display approximately 7,000 to 10,000 commercials each month regarding your products and services,” said Dirk Newsome, operations manager at AutoDealerNetwork.TV.

“If multiple boxes are installed in a property, the revenue opportunities and ability to reach customers in a meaningful way with special offers and direct dealership storytelling are exponential,” he said.

Dealerships can install an AutoDealerNetwork.TV set top box for use with existing TVs.

"This service has unlimited uses and can be applied in auto sales & service businesses, but also in healthcare, spa services and any environment where there is a waiting room," added Engdahl.

Study reveals men's & women’s favorite car colors

BOSTON - 

iSeeCars.com recently released the findings of its latest annual Car Color Preferences by Gender Study, which found that men's interest in yellow and orange vehicles has significantly increased this year.

The study also found that men’s new preferred car color is yellow.

Last year, orange ranked first among men.

Women’s current favorite car color is teal. The study reveals they have a stronger preference for teal cars by 19.0 percent.

More details on preferences 

Since last year, men’s preference for yellow cars increased 63.8 percent, and their preference for orange cars increased 41.7 percent. 

iSeeCars said an increase in market share of yellow convertibles could explain men’s growing preference for yellow.

Convertibles made up only 11.8 percent of yellow cars in the study in 2015, and last year that number rose to 13.9 percent, according to the automotive data and research company.

Because convertibles make up only 1.9 percent of all cars, iSeeCars.com suggests that this finding illustrates men’s stronger interest in sporty and flashy cars when compared to women.

Currently, men favor yellow more than women do by 33.9 percent, followed by orange (32.6 percent) and black (14.2 percent), according to the study.

As for the results among women, iSeeCars found that since the first color preferences study in 2013, this is the first year that teal has shown up in the women’s rankings.

Ranking fifth at 4.3 percent, green also appears on the women’s list for the first time.

iSeeCars said teal reflects an interest in more practical cars, such as minivans.

While the minivan makes up just 3.7 percent of all cars, 7.8 percent of all teal vehicles are minivans, according to the site.

Additional differences

“Men and women don’t just like different colors,” Phong Ly, iSeeCars.com chief executive officer said in a news release. “Our research shows men’s preferences are much stronger than women’s, and the top color choices for both of them have actually grown to the highest percentages we’ve seen in four years.”

Additionally, men's and women’s differing preferences are also reflected in the prices they wish to pay as well, according to Ly.

“If you compare prices for pre-owned cars, the average price for men’s favorite colors is 22 percent more expensive than women’s favorite colors,” he said.

Men’s top-ranked yellow cars are 86 percent more expensive than women’s teal cars, according to iSeeCars.com.

On average, the cars in the colors men prefer cost $3,258 more than women’s choices.

The study found that among women, $14,938 is the average used-car price for the colors they prefer, compared to $18,196 for the colors men favor.

The average used price for a yellow car is $20,601, while the average for teal cars is just $11,053.

iSeeCars.com looked at data from consumer car inquiries between calendar years 2015 and 2016.

The site said it analyzed more than 700,000 consumer inquiries and nearly 30 million car sales to identify car color preferences by gender.

According to the company, it categorized male and female study responses based on participants’ first names.

LotLinx, VistaDash connect to deliver helpful marketing metrics data

CHICAGO - 

LotLinx recently announced a new partnership to fully link VistaDash's marketing metrics platform to LotLinx TURN, which provides dealers with metrics on targeted shoppers, total spend, sold VINS, conversions and engagements on vehicle detail pages.

To help dealers make marketing decisions that improve their ROI and digital ad spend, LotLinx customers now have access to VistaDash metrics via their TURN dashboard, the company said.

The newly integrated VistaDash platform is the result of research by PCG's Brian Pasch. LotLinx said he designed the platform to both provide dealers with unbiased marketing metrics and yield helpful insights related to different business goals.

"VistaDash is the brainchild of Pasch, whose book "Swimming with the Digital Sharks" has been hailed by the auto industry for its research on digital advertising inefficiencies and dealers' inability to obtain actionable marketing metrics," LotLinx said in a news release.

The platform's metrics inspect ad traffic quality and allow dealership managers to easily examine and identify strategies for increasing their return on ad spend, according to the company.

"With VistaDash, it's our mission to help dealers finally understand their data," added Pasch.

He said "through this partnership with LotLinx TURN, our products are working side-by-side to provide our clients with strategy, transparency and actionable data to help them succeed—and that is invaluable in today's digital age."

Additionally, LotLinx said it was the primary sponsor for PCG's seven-city Automotive Engagement Conference held earlier this year where the companies showed dealers its latest online strategies for connecting with shoppers.

LotLinx and PCG will be at the upcoming Digital Dealer 23 Conference and Expo from September 18-20 in Las Vegas.

The companies plan to educate dealers about avoiding "digital sharks" and utilizing data-driven solutions, according to LotLinx.

automotiveMastermind named finalist for 3 SaaS Awards

NEW YORK - 

automotiveMastermind has been named a finalist for three 2017 Software-as-a-Service Awards’ in categories for Best User Experience, Best Data-Driven SaaS Product and Best SaaS Product for Sales and Marketing.

Now in its second year of recognizing innovation in software, the SaaS Awards program accepts entries from both the U.S. and across the globe.  

SaaS Award recipients in each category will be announced on Aug. 29.

“To be named a finalist in three categories is a great accomplishment and proves that the automotiveMastermind’s technology is helping to deliver the best results to our dealer partners,” automotiveMastermind chief executive officer and co-founder Marco Schnabl said in a news release.

automotiveMastermind’s proprietary technology analyzes customer, service and market data to predict consumer behavior and provide clients predictive analytics and marketing automation technology.

“Software as a service is the new standard. The global competition is incredibly fierce, with incredibly disruptive technologies shaking up the marketplace – and the dust is far from settled,” said SaaS Awards organizer Larry Johnson. “It’s a new playing field altogether, with providers constantly innovating to ensure their clients are always leveraging best-of-breed software services which are reliable yet still at the cutting edge.”

The SaaS Award is a new sister to the Cloud Awards, which are also organized by Johnson. The program was founded in 2011.

“The demand for technology that can increase profits and enhance customer experiences is growing at an incredible rate. The ultimate goal is to deliver software that is extremely intuitive, maximizes profits and streamlines outdated and cumbersome processes,” added Schnabl.