Case Study
Online Video is helping thousands of businesses drive local crowds to their locations. The South Florida Hyundai Dealers (SFHD) is an association of nine Hyundai dealers serving car buyers in the South Florida area.
While the majority of car buyers come into the dealerships to make the final purchase after researching models and prices on SFHD's web site, more and more customers are actually purchasing their cars directly online. SFHD used Online Video to reach local car buyers with locally targeted video ads. Online Video Ads engage potential customers letting them interact with the ad, drive direct response, and build brand awareness. SFHD achieved spectacular results, far beyond the typical industry averages, thanks to the power of online video ads.
South Florida Hyundai Dealers was looking for efficient and effective ways to reach out to a young audience online in the age group between 18-27 yrs and generate interest for the new South Florida Hyundai Dealers IE8 browser. Through distribution of its forty five second (:45) online video ad — augmented by key video interactivity tools such as video sharing via email, sms and on social networks — South Florida Hyundai Dealers achieved spectacular results, far beyond the typical industry averages, thanks to the power of online video ads.
SFHD was looking for efficient and effective ways to reach its target audience and promote their network of 9 dealerships in the South Florida region and surrounding areas. Through targeted distribution of its thirty second (:30) online video advertisement within their target geographic area, SFHD was able to increase awareness and drive new car buyers to its local dealerships. What's more, with Jivox's easy-to-use tracking tools, SFHD was able to get a clear reading on click-through, conversion, engagement, and other metrics — and used these insights to improve future campaigns.
SFHD used its existing television spot and customized it further using the Jivox Platform, adding strong call to actions to drive response from online audiences. SFHD's video ad featured actionable overlays that empowered online consumers to view coupons and special offers, get more information about Hyundai's new and used car lineups, services and provided a click-through to SFHD's web site to get details on Hyundai models and locate dealerships in the area.
SFHD's online video ad was distributed on a premium local TV station web site within their target geography where Internet users consume their local news, get updates on upcoming events, and find local businesses and more. Online video ads efficiently and effectively reached the audience deemed most likely to be in the market for shopping new and used cars. Their video ad was displayed nearly 49,000 times during the February-March 2009 time frame.
SFHD used online video advertising to reach and engage local car buyers online, resulting in increased new and used car sales.
The video ad campaign performed over 4 times better than typical online display ads (static banner ads). Typical display ads only offer clicks that navigate the online viewers away from the page and disrupt the web experience.
- The online video ad achieved a click-through rate (CTR) of 0.39 percent, over 4 times better CTR than for typical display and video ads.*
- The online video ad achieved an Interaction Rate (IR) of 0.54 percent, nearly 3 times better IR than for typical display and video ads.*
- The campaign generated 189 clicks and 264 interactions.
* The benchmark data is provided by DoubleClick's 2008 Year-in-Review Benchmarks Report. The DoubleClick Benchmarks Report is a free report of industry benchmarks that helps marketers, agencies, and publishers evaluate the performance of online display advertising campaigns in the U.S., relative to industry norms. DoubleClick benchmarks are derived from a robust data set of metrics across DART for Advertisers (DFA), based on rigorous methodology with input from the Advertising Research Foundation. The data set includes hundreds of advertisers, thousands of campaigns, and tens of billions of ad impressions. Data represents activity of a wide range of ad formats for DFA advertisers in the United States unless otherwise indicated. The majority of data are from January 2008 to December 2008. The data on interaction rates and interaction times are from April 2008 to December 2008.
