But Pastore and other marketing vendors say the data-driven approach also allows them to follow up with related ads by tracking unique, anonymized identifiers associated with the consumer or household.
“I don’t know if the consumer got up and went to get a bowl of popcorn or whatever, or looked at his phone, but what I do know is I know that consumer now,” he said.
That means Dealer.com, Cox Automotive’s digital advertising unit, can send a consumer the same video later while he or she browses websites on a smartphone, Pastore said. Cox’s product draws on its own data, such as vehicle searches on Cox-owned shopping site Autotrader or leads submitted through VinSolutions.
Cox expects Connected Video will be rolled out widely to its dealership clients by the time of the 2021 virtual NADA Show, Pastore said.
Digital Air Strike also can retarget viewers of an ad through its Amazon connected-TV program with a companion digital display ad, said Erica Sietsma, the vendor’s COO.
“It’s a super powerful one-two punch,” Sietsma said.
Copley, of PureCars, said when an over-the-top TV ad starts to run, it can create a demand boost for a dealership’s other marketing campaigns, from paid search to social media.
“The idea here,” he said, “is to execute unity and consistent messaging across any piece of glass that a prospective shopper may be looking at.”
