Connected TV Creative Best Practices for Retail Automotive

Pre-Market consumers are 90-30 days away from vehicle purchase date, whether aware or not. This cohort is modeled on consumer behavior research, such as significant life changes, automotive data, and regression data modeling, indicating an anticipated car purchase.

During the pre-market stage of the consumer journey, it is most productive to get the customer excited about the car because they are the most influenceable during this window. Early exposure to OEM creative will create an awareness of the vehicle that will be present as they transition into the in-market stage. Showing financial offers and Dealer Creative are not yet of interest to pre-market consumers at the beginning of their car-buying journey, increasing the chance of ad blindness.

For pre-market consumers, Using OEM produced brand creative, that embellishes the vehicle itself, will increase campaign performance by 58%.

In-market consumers are 7-30 days from their vehicle purchase date, defined by regression data modeling and automotive data that signals a consumer’s active interest in vehicles.

Economy –

In-market economy consumers will prioritize the financial offers that are currently live, with less interest in other offers or brand creative. When promoting economy vehicles to in-market consumers, it is optimal to promote Lease and APR offers in the creative, increasing campaign performance by 52%.

Luxury –

Financial offers are less significant to in-market luxury consumers, who care more about the brand name and vehicle innovation that is highlighted in the brand creative. When promoting luxury vehicles to in-market consumers, it is optimal to use OEM produced brand creative (not financial offers), increasing campaign performance by 27%.

In-market used car consumers are 30-7 days from vehicle purchase date, based on regression data modeling.

In-market consumers for used cars prioritize the live financial offers from the dealership (shown via dynamic creative) that they can pursue in real time, rather than static OEM ads. Consumers that are in-market for used cars will respond optimally to dynamic inventory injections of financial offers into the video creative via VAST tags, increasing the campaign performance by 52%.

Agencies that adopt these Creative Best Practices, routing the most attractive creative to each consumer profile, will see a substantial increase in dealership campaign performance.

For more creative insights, visit our Creative Hub.