UnityWorks’ Video Pre-Roll Campaigns Deliver Proven Sales Gains for Automotive Dealers

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UnityWorks, a pioneer of video pre roll advertising for automotive dealers, is pleased to announce the results of a recent J.D. Power O2O (Online-to-offline) Analytics report that revealed significant sales gains at the model and brand level due to their micro-targeted conquest video campaigns.

“We are thrilled with the consistent and predictable performance we have seen from conquest video pre-roll ads."

As part of a recent campaign for a new 2017 vehicle launch, UnityWorks was engaged to create and launch video campaigns within a 20 mile radius of each dealership. Over the six month campaign duration, over 20,000 versions of multiple pre-roll ads were created for nearly 500 dealers. The J.D. Power O2O Analytics study was employed to measure sales impact of the campaign.

“The results showed that after five months of campaign exposure, shoppers exposed to the UnityWorks’ model-specific campaign were on average 39% more likely to purchase the advertised client brand, and 43% more likely to purchase the advertised client model than all new vehicle buyers exposed to the campaign,” said Ken Insana, senior director of O2O Analytics at JD Power.

J.D. Power measured offline sales for the campaign using O2O Analytics. O2O Analytics uses a patented, proprietary, privacy-safe methodology to combine online consumer activity and retail transaction data collected by the Power Information Network® (PIN) from J.D. Power. “We are thrilled with the consistent and predictable performance we have seen from conquest video pre-roll ads. Our video click-through rates are two to three times higher than industry benchmarks, and the results of JD Power O2O analytics further demonstrate why more dealers need to include conquest pre-roll campaigns as part of their ongoing digital video strategy,” added Tim Copacia, executive vice president of UnityWorks.

Conquest campaigns typically include customized dealer-branded skippable pre-roll ads targeted to prospective buyers within a 20 mile radius of a competitor’s dealership. Once a prospect is intercepted with a compelling pre-roll ad they can be directed in one-click to a video destination page that includes expanded video content on the featured model along with current incentives and videos of the brand’s complete model lineup.

The use of online video advertising continues to be the fastest growing category of internet advertising and is ranked as the number one form of advertising to drive brand consideration, according to Google.

About Unity Works
UnityWorks is owned by Internet Brands and is a part of Autodata Group, comprised of Autodata Solutions, Chrome Data and UnityWorks. UnityWorks has pioneered the use of data driven video at scale for automotive dealers. The company is widely regarded as the premier video partner to create customized and scalable video content and have launched nearly 12,000 campaigns since 2015. In addition, the company provides data driven video landing pages for thousands of dealers enabled from video email, pre-roll ads, Facebook video ads and online display advertising.

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Deborah deLambert
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