Here's what DoubleClick, an industry leader says: "Create branded, digital experiences that deliver a "WOW!" With a wide array of rich media and video formats to choose from, you can make the experience users have with your online ads as deep and engaging as the one they have on your web site. Embed video, audio, even user-generated content right into your digital ads - all the while staying on message and on brand.
Whether your goal is branding, direct response or both, DoubleClick Rich Media and Video offers a level of interactivity and engagement unmatched by other media, and robust reporting metrics such as expansions, expansion time, interactions, interaction time, video plays and completes, and more."
We've done a lot of research on this. Speaking specifically to in-market buyers that are ultimately going to transact with a local dealership, its most useful to incorporate useful information into the display advertising you are showing them. Useful information like live inventory, current pricing, financing plans or specific-to-dealer promos (the kinds of things that change depending on market conditions, day of the week, etc) has proven to be most relevant.
Also helpful are directions, proximity to dealership, and situationally-specific creative.
Combining this with Flash/Video helps to grab attention. We've also found that great display uplifts other components like search and site visits.
Agreed! Web shoppers want 'USEFUL' information. Give them what they want. Sadly when a typical internet shopper hits the website, PRICE is the most important bit of information. However, once the sale is completed PRICE was not the most important factor in their decision to purchase.
Most wish to remain anonymous for as long as possible while internet shopping, but ultimately they have to identify themselves to make their purchase, the challenge is to be the dealer who gets the contact info first and makes contact.
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