Jon Torrey of Dealer.com expects a greater number of dealers will become such digital advertisers. To date, not many of them are.
The non-participants are missing a relatively inexpensive way to get their name and product out, says Torrey, Production Manager-Video for Dealer.com, a provider of digital services to car dealers.
He touts a Dealer.com product that combines templates and dealer-specific information to create marketing blurbs to mainly run on YouTube, but also on FaceBook feeds.
The three-tier video-building product, called Dealer.com Video Advertising Plus Creative, includes a basic automated version and two others offering greater customization, videography and voiceovers (and are priced accordingly).
Torrey sees the base model as an inexpensive way for dealers to try marketing on YouTube for the first time. “Digital video historically has been an underpriced ad channel, sometimes costing only three or four cents a click.”
He notes heretofore many dealers haven’t availed themselves of it, largely because they lack production teams to create the spots.
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