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Utilizing Location-Based Mobile Advertising to Drive Customers to your Lot

This report analysis from vervemobile.com provides insights into how auto advertisers are finding location powered mobile advertising to be an effective means of driving foot traffic onto auto lots, targeting the "in-market" audiences, and engaging consumers in brand messaging.

Here are a few key take-aways from the report:

A.)  Tier 2 is the auto sub-category utilizing location powered advertising the most.

To date, location powered advertising, has been primarily embraced by automakers to support regional dealer groups, aka Tier 2 marketers, because of location powered advertising's proven ability to drive foot & lot traffic. This leaves substantial opportunity for Tier 3 marketers, as only 2% are currently utilizing location powered advertising.

 

 

 

 

B.)   Geo-Fencing and Geo-Conquesting are extremely effective at driving lot traffic.

Analysis shows that for Tier 2 campaigns measured with Geo-Fencing as a significant tactic within the media campaign, the auto campaign's average foot traffic lift was +295%. Similarly with campaigns as Geo-Conquesting as a significant tactic showed an average lift of +377%.

 

 

foot traffic lift

 

 

C.)   Geo-Fencing and Geo-Conquesting lead to strong ad engagement.

Consumers spend as much time (average 20+ seconds) within secondary "informational" sections of an OEM's ad creative when on competitive lots as they do when on the OEM's lots. This means that in-market consumers are engaged and interested prospects, both on-lot and on competitor's lots.

 

geo-fence verve

 

 

 

D.)   Location-aware creative outperforms non-location creative

Regardless of campaign objectives, "location-aware" advertising creative - that is advertising that utilized some type of location/mapping engagement opportunity in the creative unit - outperformed other creative by 60% for CTR (click through rate) with an average CTR rate of 0.6% - 0.9%.

 

location aware creative

 

 

tier three tactics

 

tier three creative

 

It looks like there is tremendous opportunity for Tier 3 marketers in the the geo-conquesting mobile advertising space. With only 2% participation in Tier 3 currently, this is bound to be a game-changer for the effectiveness of mobile advertising in the auto industry.

 

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Comment by Eric Miltsch on May 19, 2014 at 2:06pm

Hey Ralph - 

It's great to finally see solutions like this being talked about and implemented. It makes more sense than ever to investigate these tactics due to location based services being enabled on more devices than we've ever seen before. 

These messages & notifications will continue to aid shoppers with convenience & effective messages due to their ability to provide an image, the price and most importantly - proximity. Users want more time and these services are doing just that, they give us the perception of more time via their convenience factor. 

If you want a crash course on this stuff, get your dealership on Foursquare and set up your page's offers and specials. (Unpublished discounts, savings and coupons are gold) I used store specials for different vehicles and for service in all of our stores and they were great for connecting with a specific layer of our customers - the opportunity is so much larger now and shouldn't be passed up, especially considering how simple Foursquare's platform is now.

If you want to dive deeper into this topic check out other geo-location services, take a look at Placecast and mFlyer - plenty of others out there but these two have nice products that can help you understand how this platform may be able to help you while it continues to grow in value.

Lastly, be sure to read up on iBeacon from Apple. this could very well be one of the biggest changes we see within the everyday retail shopping experience.  

Great stuff for sure Elena - thanks for sharing! 

(And no, this stuff is not "another fad" - don't let it pass you by)

Comment by Alexander Lau on May 19, 2014 at 6:55am

This is a VERY interesting article, nice work. I 'd like to add, in the future, advertising mechanisms like AdWords, Facebook Promoted Posts / Push Notifications etc, will be triggered from your geo-locale, if it's not already possible, it will be, unless it's restricted, based upon privacy laws. If they aren't doing it, there is a GIANT market to be had.

Comment by Sherm Stevens on May 17, 2014 at 12:17pm

Very informative article. I'd love to see recommendations of providers of these services (especially white label versions).

Comment by Elena Ciccotelli on May 17, 2014 at 6:34am

Thank you Ralph for your feedback. I'm really interested to see how geo-conquesting for dealers will change the landscape of digital advertising in auto.

Comment by Ralph Paglia on May 16, 2014 at 11:48pm

Thank you for posting a high value article that identifies an opportunity for individual dealers to gain a competitive advantage via location based advertising... Eric Miltsch where are you? Would love to get Eric's perspective on this data and the opportunity it presents.

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